comScore Launches Online Video Measurement Service in the NetherlandsNew comScore Video Metrix Rankings Show that VEVO is the Top YouTube Partner Channel in the Netherlands
Amsterdam, Netherlands, 7 October 2013 - comScore, Inc. (NASDAQ: SCOR), a global leader in digital measurement and analytics, today announced the launch of comScore Video Metrix in the Netherlands. The online video measurement service, which was the first service of its kind to market in the U.S. more than six years ago, has since been launched in many markets around the world including France, Germany, Italy, Russia, Spain, Turkey and the United Kingdom in Europe. comScore Video Metrix has been developed to enable comScore's clients to get insights into the online video market and help them to succeed in the online video marketplace. The debut Video Metrix report in the Netherlands showed that 11.1 million Dutch online video viewers watched nearly 3 billion videos in August 2013.
Online Viewers in the Netherlands are the Most Engaged European After the UK
While the Netherlands has the smallest online video audience of the eight reportable Video Metrix markets in Europe, it ranks second only to the UK in terms of video engagement with an average of 269.5 videos per viewer.
Audience of Reportable European Markets by Ranked by Videos per Viewer
August 2013
Total European Audience, Age 6 , Home and Work Locations
Source: comScore Video Metrix
Total Unique Viewers (000) Videos per Viewer
United Kingdom 37,992 323.6
Netherlands 11,090 269.5
Spain 22,193 228.3
Turkey 21,810 207.7
France 39,885 194,6
Germany 46,529 179.3
Italy 26,850 158.7
Russia 60,016 162.4
Young Males Show Highest Engagement with Online Video
In August 2013, 83.3 percent of the Dutch online population (ages 6 years and older) consumed online video for an average viewing time of 20.9 hours per person during the month. However, there were significant differences in online video engagement by age and gender. Males between the ages of 25-34 were the most engaged viewers with an average of 471.7 videos viewed for a total of 38.3 hours during the month. Comparatively, females from the same age group watched just 206.2 videos on average for a total of 17.2 hours of viewing time. Online video appealed the least to females over the age of 55 who spent just 11.6 hours watching video.
Overall, all age groups combined, the gap between male and female online video viewing habits is quite significant. On an average, each male watched 112.5 videos more and spends 10.1 hours more watching online videos than their female counterparts.
Demographic Profile of Online Video Viewers in the Netherlands
August 2013
Total Netherlands, Age 15 - Home & Work Locations
Source: comScore Video Metrix
Target Audience Total Internet
Videos per Viewer Hours per Viewer
Total Audience (6 ) 269.5 20.9
All Males (6 ) 324.5 25.9
All Females (6 ) 212.1 15.7
Persons - Age
Persons: 15-24 316.2 24.9
Persons: 25-34 341.6 27.9
Persons: 35-44 328.2 26.1
Persons: 45-54 355.2 26.7
Persons: 55 186.7 14.3
Males - Age
Male: 15-24 395.8 32.4
Males: 25-34 471.7 38.3
Males: 35-44 467.9 36.4
Male: 45-54 354.3 26.3
Male: 55 193.2 16.8
Females - Age
Female: 15-24 236.1 17.4
Females: 25-34 206.2 17.2
Females: 35-44 179.3 15.1
Female: 45-54 356.2 27.0
Female: 55 180.0 11.6
Top 10 YouTube Partner Channels by Unique Viewers
The August 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 2.6 million viewers. Maker Studies Inc. held on to the #2 position with 2.4 million viewers, followed by UMG with 2 million and SonyBMG with almost 2 million. Among the top 10 YouTube partners, VEVO and Maker Studios Inc. demonstrated the highest engagement both in terms of minutes per viewer (58.4 and 34.5 respectively) and of total videos (18,663 and 13,690, respectively). Fullscreen is following with 24.7 minutes per viewer and 18,663 total videos.
Top YouTube Partner Channels Ranked by Unique Video Viewers
August 2013
Total Netherlands, Age 6 , Home and Work Locations
Source: comScore Video Metrix
Total Unique Viewers (000) Total Videos Minutes per viewer
VEVO @ YouTube 2,598 50,8 58.4
Maker Studios Inc. @ YouTube 2,365 29,261 34.5
UMG @ YouTube 2,045 11,402 12.6
SonyBMG @ YouTube 1,980 11,126 14.8
Fullscreen @ YouTube 1,950 18,663 24.7
Warner Music @ YouTube 1,858 13,690 20.8
ZEFR @ YouTube 1,398 7,628 14.9
The Orchard @ YouTube 1,393 7,521 14.4
Outrigger Media - EMI @ YouTube 1,295 5,562 13.2
Base79 @ YouTube 1,157 4,778 12.3
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comScore Launches Online Video Measurement Service in the NetherlandsNew comScore Video Metrix Rankings Show that VEVO is the Top YouTube Partner Channel in the Netherlands
