Online video consumption in Brazil grew 18% in 2012, according to research from comScore. Google Sites (led by YouTube) remain the top video property group, while Vevo ranks second, the comScore Media Metrix has uncovered.
And interestingly, Facebook was one of the fastest growing online video properties, with a significant gain in its video-viewing audience of more than 400%. That dovetails with another data point from the report: social media sites overall capture the largest percentage of consumers' time in Brazil, at 36%. Facebook has emerged as a strong leader in the category with nearly 44 million unique visitors in December 2012, up 22% against a year ago.
"The Brazilian digital landscape saw significant change in 2012 led by the strong emergence of social networking, in addition to increasing media consumption in terms of online video and display advertising," said Alex Banks, comScore managing director for Brazil and vice president of Latin America. "As these media vehicles continue to grow, they are providing new and exciting opportunities for publishers hoping to attract audiences and marketers seeking to reach consumers."
Consumers in Brazil spent more than 27 hours per month online on their desktop computers, representing the highest average engagement of the eight largest Latin American markets. Consequently, online advertising is on the rise, with over 789 billion display ad impressions delivered in 2012. Portals and social networking are the two largest content categories for delivery of these ads, representing a combined 45% of the market. Dafiti.com.br was the largest display advertiser in Brazil, with more than 25 billion ad impressions in 2012.
The Brazilian Internet audience is very young on average, with 18% of users falling in the age range of 18-24, and 30% of all users being ages 25-34. Given that, mobile phones and tablets are becoming more important to the Brazilian Internet landscape. Page views from non-PC devices (i.e. smartphones and tablets) reached an all-time high at nearly 6%.