UK racks up 6bn video views a month

By Sarah Shearman,, Friday, 14 January 2011 03:05PM

UK viewers watched more than six billion online content videos and 527 million online video ads in November last year, according to ComScore figures releases today.

UK consumes 6bn videos a month

UK consumes 6bn videos a month

Google, driven primarily by its YouTube site, ranked highest for video viewing sessions, attracting 34.4 million people watching 2.8 billion videos.

ITV served the most online video ads, 62.6 million ads delivered to 4.6 million unique users.

ComScore generated the figures using its Video Metrix 2.0 system, which launches today, designed to "better align with the realities of today’s online video landscape".

Mike Read, ComScore senior vice president and managing director for Europe, said the consumption patterns and economics of online video were evolving.

"Video measurement needs to be just as innovative in order to capitalize on new monetisation opportunities and help pave the way for digital media convergence with traditional media," he added.

ComScore consider one session to be a period of time with continuous video-viewing. A session ends, if a viewer is inactive for 30 minutes.

FW: comScore Launches Video Metrix 2.0 in the UK to Measure Evolving Online Video Landscape 

Top 5 UK video content properties by viewing sessions

Property Viewing Sessions (000) Total Unique Viewers (000) Videos (000)
Total internet : Total audience 963,971 34,720 6,032,002
Google sites 427,608 30,401 2,831,218
BBC sites 46,845 9,917 146,240
Vevo 41,430 9,774 71,174 28,205 8,819 42,328 13,099 3,382 33,282


Top 5 UK video ad properties by unique video viewers

Property Total Unique Viewers (000) Video Ads (000)
Total Internet : Total Audience 23,007 527,132
SpotXchange Video Ad Network 7,218 28,952
Google sites 5,777 22,561
Joost Video Network (by Adconion) 5,757 20,469
ITV Sites 4,553 62,603
Crosspoint Media 4,269 38,582


Video ads include streaming-video advertising only and do not include other types of
video monetization, such as overlays,  branded players, matching banner ads, homepage
ads, etc.

Source: ComScore

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