It’s not just the US that is enjoying a booming online video market ripe for monetisation: we can add in the UK according to data from comScore.In a regionally-focused version of its benchmark comScore Video Metrix serviceshowing online video consumption in January 2012, the analyst revealed that video reached 34.2 million UK internet users, 80% of the total UK internet audience, who saw a total of nearly 8.4 billion videos for 58.8 billion minutes in January.
Even though the UK online video audience has not grown in the past six months, the number of videos viewed has grown by 28% while the total time users spent engaging with online video grew 42%, suggesting that online video viewers continue to become more engaged over time. Furthermore and most encouragingly, from a video perspective, almost two-thirds (64.1%) of the online video audience was exposed to a video ad, with the 15-24 age group representing the largest video ad audience in terms of both unique viewers and engagement.
Not surprisingly Google Sites ranked as the leading video destination with nearly 30 million unique viewers who watched nearly 3.7 billion videos for more than 15.9 billion minutes. Equally as unexpectedly YouTube videos accounted for 99.5% of all videos watched on the search giant’s video estates. Online music video destination VEVO ranked second on the list with 11.7 million unique viewers watching 177 million videos for 820 million total minutes; with Facebook third placed after attracting 8.3 million unique viewers who viewed 45.0 million videos for a total of 162 million minutes.
In all 21.9 million UK internet users were exposed to a video ad stream and 33.3 million UK internet users watched a content video in January. The content marketplace is currently very much a man’s world with three quarters (74.7%) of content videos watched by male viewers.
Yet, intriguingly for marketers, for advertising the figures were much less skewed with males accounting for just over half (56.4%) of all time exposed to ad videos.
From an age point of view the 15-24 year old digital natives represented the largest age segment for content videos with 6.3 million viewers, while 4.6 million of the group were exposed to video ads. People in this age bracket also spent the greatest amount of time engaging with content and ad videos, accounting for more than a quarter of time spent in both cases.
Such patterns could be of huge interest to advertisers who find it increasingly difficult to engage with such viewers via traditional media channels.