Interesting. ComScore released a study on online video viewing in India. The report found that a whopping 30.2 million online users in India watched online video in January 2011. This is almost 72 percent of the total active online population in India.
Not much of a surprise, YouTube.com topped the video viewing market sourcing 44.5% of the total online video views. Facebook ranked second but standing far behind Google Sites with only 20% views of total views and 25% of the viewership Google Sites sourced
The following are some key insights grasped from the study:
- Google Sites contributed towards more than 23 million views i.e. 70% of the total online views
- An average user consumes 58 videos which is approximately 5 hours of video content in a month
- More than 23.5 million viewers on Google sites watched a total of 785 million videos, with viewers averaging 1.7 viewing hours during the month.
- Youtube accounts for 44.5% of all videos viewed in India in a month
- Facebook.com ranked second with 6.6 million viewers and 30.1 million videos viewed
- Network 18 has the most number of minutes spent per viewer i.e. 109 minutes per user while Rediff.com has the least amount of time spent by a user i.e. 5 minutes per user
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
**Video Properties include all sites under that parent company. For example, Google Sites includes YouTube.com.
The growing trend of online video viewership certainly shows the importance of audio-visual communication in India.
Joe Nguyen, comScore vice president for Southeast Asia said, “Online video viewing is quickly becoming a central activity for Internet users in India. 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.”
With more users getting addicted to online videos, companies might want to consider creating viral videos on YouTube to capture eyeballs. The bid to achieve customers mindshare has gotten different routes and the audio visual way is just one of the best possible ways as this survey has shown.
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