Online video use growing in APAC, including Chinese countries

25 August 2012 16 h 15 min Comments Off

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Consumers in Asia Pacific are watching online video in increasingly large numbers, with China boasting the biggest audience and Japan delivering the greatest level of engagement.

“Online video viewing has become a leading pastime for the majority of today’s online consumers, presenting new opportunities for content providers and advertisers to reach their key audiences with engaging content,” said Joe Nguyen, comScore SVP for Asia Pacific. “As content options expand and connection speeds advance, we expect to see more people spend more time watching online video in developing markets, which presents an exciting opportunity for marketers throughout the region.”

440.182 million online video viewers in Asian chinese countries

In June 2012, 1.2 billion people worldwide age 15 and older watched online video from a home or work computer, representing 83.1 percent of the world’s online population.

Across the Asia-Pacific region, video viewing penetration ranged from 66.9 percent in Indonesia to a high of 89.8 percent in Vietnam, as both broadband access and content availability factored into online video viewing adoption. Vietnam (89.8 percent reach), Hong Kong (88.7 percent reach), Singapore (84.5 percent reach), Japan (83.7 percent reach) and New Zealand (83.4 percent reach) all saw online video penetration exceed the global average.

Online video users around the world (June 2012)

Wordwide                1 239, 145 million people (+15 years)

APAC                        440.182 million (35.55% of the world)

Chinese countries   291.985 million (23.56% of the world)

Among the largest online video markets by audience size, China was a strong leader with 266.2 million unique viewers (79.4 percent reach), followed by Japan with 61.5 million viewers (83.7 percent reach) and India with 44.6 million viewers (73.1 percent reach).

comScore shows a different ranking for the online video penetration. “Only” 79.4% of the mainland China internet population streamed this kind of content on the web in June 2012, compared to 83.7% for Japan, 89,8% in Vietnam (the highest proportional uptake), followed by Hong Kong (88.7% of its web users, equating to 4m consumers, had viewed online video) and Singapore which saw penetration rates reaching 84.5%, or 2.8m people in all.

Video Overview by Market Ranked by Total Unique Viewers
June 2012
Total Audience, Age 15+ – Home & Work Locations*

Total Unique Viewers (000)    % Reach Web Pop
Worldwide                    1,239,145                                 83.1%
China                                266,152                                79.4%
Japan                                  61,536                                83.7%
India                                   44,590                                73.1%
Vietnam                              13,050                               89.8%
Australia                             12,830                                79.7%
Taiwan                                   9,715                                82.7%
Malaysia                                9,292                                78.8%
Indonesia                               8,715                                66.9%
Philippines                            5,098                                79.7%
Hong Kong                            4,022                                88.7%
Singapore                              2,804                                84.5%
New Zealand                         2,378                                83.4%
*Excludes visitation from public computers such as Internet cafes or access from mobile phones, tablets, etc.

Source: comScore Video Metrix

Japan, Hong Kong and Singapore See Highest Online Video Engagement in Region

Globally, 197.5 billion videos were viewed online in June 2012 with a viewer averaging 159.4 videos during the month. Across the region, viewers in Japan watched the most videos on average at 242.5 videos per month, followed by Hong Kong (180.7 videos per viewer), Singapore (158.1 videos per viewer) and Australia (151.4 videos per viewer). Among the four newly reportable markets, Online video viewers in Taiwan watched 102.3 videos each on average. In volume terms, 2 Asian markets are bettering the global average of 159.4: Japan with 242.5 videos apiece in June, ahead of 180.7 for Hong Kong.

Video Overview by Market Ranked by Videos
June 2012
Total Audience, Age 15+ – Home & Work Locations*

Videos (000)    Videos per Viewer
Worldwide  197,535,871              159.4
China            20,850,829               78.3
Japan             14,923,822            242.5
India                 3,426,593              76.8
Australia          1,942,582             151.4
Vietnam           1,792,848            137.4
Taiwan                993,464            102.3
Malaysia             878,423              94.5
Hong Kong         726,852            180.7
Indonesia           465,848              53.5
Singapore           443,291             158.1
Philippines         353,949             69.4
New Zealand      332,346           139.7

**Excludes visitation from public computers such as Internet cafes or access from mobile phones, tablets, etc.

Source: comScore Video Metrix

comScore Video Metrix in Taiwan, Vietnam, Indonesia and the Philippines

comScore, Inc. also announced the introduction of comScore Video Metrix in Taiwan, Vietnam, Indonesia and the Philippines. comScore’s industry-leading online video measurement service offers comprehensive online viewing intelligence, combined with demographics, to provide valuable insights into consumers’ digital behaviors. comScore Video Metrix is now available in 12 markets in the Asia Pacific region and 25 individual markets worldwide.

YouTube makes Google Sites top video destination in Taiwan

Across the four new markets where comScore Video Metrix was introduced, Google Sites, driven largely by viewership at, led as the top online video destination based on the number of unique viewers. ranked as the #3 destination in Taiwan, while VEVO and Viacom Digital both secured places among the top five in both Indonesia and the Philippines. In Taiwan, Yahoo! Sites captured the #2 spot, while Tudou Sites and Youku Inc. ranked as the #4 and #5 largest video properties.

Top 5 Video Properties* by Market Based on Total Unique Viewers in Taiwan
June 2012
Total Audience, Age 15+ – Home & Work Locations**
Source: comScore Video Metrix

#1 Video Property     Google Sites
#2 Video Property     Yahoo! Sites
#3 Video Property
#4 Video Property    Tudou Sites
#5 Video Property    Youku Inc.
*Video Properties include all sites under that parent company. For example, Google Sites includes, etc.
**Excludes visitation from public computers such as Internet cafes or access from mobile phones, tablets, etc.
*** VEVO YouTube Channel accounts for online video viewing attributed to the VEVO property.

Source: comScore (16/08/2012)

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