Recent data released by comScore reveals that based on the research in January 2011, 30.2 million online users in India used the Internet to view videos. According to comScore, this means that 72 per cent of the total Indian Internet using population views video content on the Internet.
According to the comScore findings, the top video property in India is YouTube, and more than 23.5 million viewers watched a total of 780.7 million videos on YouTube, averaging almost two hours over the month. YouTube alone accounts for 44.5 per cent of all videos viewed in India in January.
Videos shared on Facebook followed with 6.6 million viewers and 30.1 million videos, a far cry from the numbers that comScore is reporting for video on YouTube – though given the popularity of sharing YouTube links through Facebook and Twitter, it’s safe to say that social media has helped drive YouTube’s growth.
Metacafe comes in third with 3.9 million viewers. The only Indian sites in the top ten are Network18 and Rediff.com, with 1.2 million and 861,000 viewers, respectively.
“Online video viewing is quickly becoming a central activity for Internet users in India,” said Joe Nguyen, comScore, Vice President, Southeast Asia. “The online video platform offers advertisers and marketers the opportunity to reach audiences in an engaging environment, providing the potential for significant brand interaction and awareness building. As broadband penetration in India continues to increase, we expect to see online video continue to grow and become an increasingly important channel for marketers to reach audiences in the burgeoning Indian online market,” he added.
The report from comScore also revealed that compared to several countries, India displayed lower online video reach and audience engagement. In the US, Brazil, the UK and Singapore, more than 80 per cent of online visitors watched video in January, while video reached 78.6 per cent of Australians online and 71.8 per cent of Indians online. Of the six markets, audiences in the UK averaged the most time watching online video at 18.3 hours per viewer during the month, followed by viewers in the US (15.8 hours per viewer), and Singapore (10.7 hours per viewer). Viewers in Brazil and Australia exhibited the same viewer engagement at 7.7 hours per viewer during January, while viewers in India averaged 5.1 hours.
Although India currently exhibits lower online video penetration and engagement when compared to some other markets, the potential exists for this burgeoning online market to see continued growth in the online video platform as a key part of consumers’ digital experience, the report concluded.