September 22, 2012

comScore, Inc. released a study on online video viewing activities in Mexico with insights from its comScore Video Metrix service. The study found that internet users in Mexico have the highest average online video engagement in Latin America at more than 14 hours per viewer in August. Google Sites ranked as Mexico’s top video destination accounting for nearly 6 in 10 online videos viewed during the month. These findings, among others, will be presented via a complimentary, live webinar entitled “A New Era for Online Video in Latin America” on Wednesday, October 24. For more information and to register, please visit: http://www.comscore.com/Press_Events/Events_Webinars/Webinar/2012/A_New_...>

“Online video has reached record levels of adoption across Latin America as more viewers are tuning in and consuming more video content than ever before,” said Alejandro Fosk, comScore senior vice president for Latin America. “This growth in viewership is particularly important for both marketers, with online video proving to be one of the best ways to reach and influence consumers, and for publishers, with video ads commanding high advertising rates on a per impression basis.”

Mexico Leads as the Fastest Growing Market in Latin America

In August 2012, nearly 23 million people aged 15 and older watched online video in Mexico (up 14 percent from the previous year), leading as the fastest growing market in the region and representing 81 percent of the country’s total online population. In comparison, 96 percent of Argentina’s online population watched video in August, Chile (92 percent reach) and Brazil (84 percent reach).

These 23 million viewers watched an average of 155 videos per viewer (up 30 percent), compared to Chile (171.9 videos per viewer), Argentina (117.2 videos per viewer) and Brazil (125.4 videos per viewer). Mexicans watched a total of 3.5 billion videos during the month, an increase of 47 percent from the previous year, becoming the leading market in video consumption.

Mexicans Spend 14 hours a Month Watching Online Video

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in August with 19.4 million unique viewers, followed by VEVO with 12.6 million viewers. Viacom Digital ranked as the third largest video viewing destination with 7.9 million viewers, while Facebook owned the #4 position with 6.4 million viewers.

Nearly 3.5 billion content videos were viewed during the month in Mexico, with Google Sites accounting for more than 2.1 billion of these views. Google Sites also had the highest average engagement among the top ten properties with viewers averaging 6.5 hours during the month.

Webinar: A New Era for Online Video in Latin America

Join Alejandro Fosk for the “A new Era for Online Video in Latin America” webinar on Wednesday, October 24 at 12:00 PM (Santiago). The session will provide insights into Latin America’s online video market and the trends shaping its future. For more information and to register, please visit: http://www.comscore.com/Press_Events/Events_Webinars/Webinar/2012/A_New_...>

Note: Webinar will be presented in Spanish.

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