"Online video has evolved to become an essential part of Australians' daily web experience," said Amy Weinberger, comScore vice president for Australia and New Zealand. "As advertisers look for ways to engage with consumers in an increasingly fragmented digital environment, online video offers the ability to reach large audiences in an engaging environment where ads tend to perform well."
In July, Internet users in Australia watched a total of 970 million online videos, with Google Sites ranking as the top video property with 539 million videos viewed, representing 55.5% market share. YouTube.com accounted for more than 99% of all videos viewed at the Google property. Microsoft Sites ranked second with 29.6 million videos (3.0% market share), followed by Facebook.com with 12.5 million videos viewed (1.3% market share).
| Top Video Properties Based on Total Videos Viewed* July 2010 Total Audience Australia, Age 15+ - Home & Work Locations Source: comScore Video Metrix | ||
|---|---|---|
| Videos (000) | Share of Videos Viewed | |
| Total Internet : Total Audience | 970,450 | 100.0% |
| Google Sites | 539,060 | 55.5% |
| Microsoft Sites | 29,594 | 3.0% |
| Facebook.com | 12,497 | 1.3% |
| Megavideo.com | 10,434 | 1.1% |
| Vevo | 7,759 | 0.8% |
| Yahoo! Sites | 5,889 | 0.6% |
| DailyMotion.com | 5,014 | 0.5% |
| Fox Interactive Media | 3,955 | 0.4% |
| Telstra Corporation Limited | 3,107 | 0.3% |
| Metacafe | 2,976 | 0.3% |
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
In Australia, 10.7 million unique video viewers watched an average of 90.8 videos per viewer during the month. Google Sites also attracted the largest video audience with 8.5 million viewers during the month (64 videos per viewer), followed by Microsoft Sites with 3.3 million viewers (9.0 videos per viewer) and Facebook.com with 2.7 million viewers (4.7 videos per viewer).
| Top Video Properties Based on Total Unique Viewers* July 2010 | ||
|---|---|---|
| Total Audience Australia, Age 15+ - Home & Work Locations Source: comScore Video Metrix | ||
| Total Unique Viewers (000) | Videos per Viewer | |
| Total Internet : Total Audience | 10,689 | 90.8 |
| Google Sites | 8,462 | 63.7 |
| Microsoft Sites | 3,279 | 9.0 |
| Facebook.com | 2,669 | 4.7 |
| VEVO | 1,670 | 4.6 |
| Yahoo! Sites | 1,262 | 4.7 |
| Fox Interactive Media | 893 | 4.4 |
| Metacafe | 754 | 4.0 |
| Viacom Digital | 700 | 3.4 |
| Break Media | 673 | 4.4 |
| News Interactive Pty Limited | 631 | 3.3 |
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
In July, SpotXchange ranked as the top video ad network in Australia with a potential reach of 5.4 million viewers, or 50.7% of the total viewing audience. Adconion Video Network ranked second with a potential reach of 5.1 million viewers (48.1% penetration) followed by YuMe Video network with a potential reach of 4.1 million viewers (38.0% penetration).
| Top Online Video Ad Networks by Potential Reach of Unique Viewers July 2010 Total Audience Australia, Age 15+ - Home & Work Locations Source: comScore Video Metrix | ||
|---|---|---|
| Total Unique Viewers (000) | Viewer Penetration | |
| Total Internet : Total Audience | 10,689 | 100.0% |
| SpotXchange Video Ad Network - Potential Reach | 5,415 | 50.7% |
| Adconion Video Network - Potential Reach | 5,137 | 48.1% |
| YuMe Video Network - Potential Reach | 4,065 | 38.0% |
| ScanScout Network - Potential Reach | 3,763 | 35.2% |
| BrightRoll Video Network - Potential Reach | 2,979 | 27.9% |
| BBE - Potential Reach | 2,892 | 27.1% |
| Break Media - Potential Reach | 2,522 | 23.6% |
| Tremor Media - Potential Reach | 2,222 | 20.8% |
| Digital Broadcasting Group (DBG) - Potential Reach | 1,663 | 15.6% |
| TidalTV - Potential Reach | 1,355 | 12.7% |
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