TV Market Data

Comscore

“Online video viewing has become an essential part of the digital consumer experience in the Asia-Pacific region, with nearly 4 out of 5 Web users viewing online video each month,” said Will Hodgman, comScore’s executive vice president for the Asia-Pacific region. “comScore Video Metrix offers publishers, advertisers and their agencies competitive intelligence into the online video viewing marketplace, providing critical insights about the audiences engaging in this behavior. As the lines between TV and online video continue to blur, it is increasingly important for marketers to understand these audiences and how to reach and engage them effectively.”


Total Unique Video Viewers (000)

Source: Comscore

Singapore Posts Highest Video Penetration, Japan Users Most Engaged

In each of the Asia-Pacific video markets, more than 80 percent of home and work Internet users (age 15 and older) viewed online video during the month of January. China had with the largest video-viewing audience with 199 million unique viewers, who viewed a total of 10.3 billion videos in January. Japan ranked second with 60.4 million viewers and posted the strongest user engagement with an average of more than 12.5 hours of video viewing per viewer. More than 10.6 million Australians viewed 934 million videos during the month, ranking Australia as the third largest video market in Asia-Pac.

Videos Viewed (000)

Source: Comscore

Despite having smaller overall video viewing audiences, Singapore (87.6 percent) and Hong Kong (87.4 percent) boasted the highest penetration of video viewers among their respective Internet populations. Both markets also exhibited high engagement with viewers averaging more than 10 hours of online video during the month.

Minutes per Viewer

Source: Comscore

YouTube Makes Google Sites Top Video Property in Most Asia-Pac Markets

Google Sites, driven predominantly by video viewership at YouTube.com, was the top video destination according to the number of videos viewed in all markets except China, which was led by three local Chinese video properties Youku, Tudou Sites and 56.com. In Japan, Google Sites ranked first, followed by local property Dwango Co., Ltd. (which includes Nicovideo.jp) and NTT Group (which includes OCN.ne.jp). In Australia, Microsoft Sites captured the number #2 spot, followed by Facebook.com. Facebook.com ranked among the top three video properties in Malaysia, Australia and Singapore, while Tudou Sites ranked second in China, Hong Kong and Singapore.

Top 3 Video Sites (per region)

Source: Comscore

Country details: Australia | China | Japan | Korea

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Nielsen's U.S. 3 Screen Report (Q4 2009)

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U.S. Online Video Usage (2010)

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U.S. Online Video Usage (2009)

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Online Video Usage in France (2008-2009)

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Online Video Usage in Germany (2009)

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3 Screen Report: TV, Online & Mobile Video Usage in the U.S. (2009)

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Online Video Usage in Canada (2009)

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Online Video Usage in China, Japan & Korea (2008)

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Mobile Video Use in USA, Europe, China, India, Russia (2008)

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"3 screen" US video usage - TV, internet, mobile (2007-2008)

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compare to global tv viewing time (2000-2007)

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More Online TV resources

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TV market data, reports and forecasts

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