Online Video Australia 2010 statistics wrap

Online video was the medium that really exploded in uptake this year. Marketers will need to seriously consider video as part of their display buying and site optimisation strategies in 2011. Here we look back at some of the top Australian stats for online video that emerged in 2010.

10.3 mn unique viewers consumed online video content in October 2010 (Comscore)

Total of 961mn videos were watched in Oct’ 10 at an average of 8 hours per viewer (Comscore)

The top 3 online video networks in July’10 by potential reach of UV’s were SpotXchange (5.4 mn UV’s), Adconion (5.1 mn UV’s) and YuMe (4.1 mn UV’s) (Comscore)

Top video properties are Google Sites (503 mn videos and 52.4% share); Microsoft sites (33.2 mn videos and 3.5% share) and Facebook (13.5 mn videos and 1.4% share) (Comscore)

Google Sites attracted the largest audience with 8.3 million video viewers, followed by Microsoft Sites with 3.2 million viewers and with 2.7 million viewers. (Comscore)

Men spend double the time (10.1 hrs) on online video than women (5.2 hrs). (Comscore)

The 15-24 segment consume the most amount of video regardless of gender while the 25-34 spends most time watching video (Comscore)

Australia has a low index (65) of video consumption at work vs other APAC countries like China (151), HK (147) and India (146)  (Nielsen)

APAC, Latin America and the Middle East lead in online video usage. Australia’s index value is 86 to 90 for the USA on the index of global video usage by market. (Nielsen)

Video based advertising comprised $8.4m of advertising expenditure in Q3 2010 (IAB, PWC)



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