ComScore: Australian internet users watch 10 hours of online video a month

July 13, 2011 10:29

US-based web traffic measurement firm ComScore claims that 10.7m Australian internet users watched online video each month – and that they consume an average of 10 hours of video each.

According to the ComScore data, Google sites including YouTube are responsible for more than half of all online video viewing.

Microsoft sites including NineMSN came second, and Facebook was third.

A major question about the accuracy of ComScore’s data comes from the fact that it says music site Vevo is the fourth biggest video site for Australian internet users with 16m video views. However, the site is geo blocked for Australian users for copyright reasons.

Mumbrella has asked ComScore for clarification.

Tim Burrowes

Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He now writes industry newsletter Unmade - subscribe at unmade.media

topics ComScore Google online Vevo Video YouTube

Comments: 11

Video Lover 13 Jul 11

Believe the VEVO definition in comscore includes VEVO on youtube…

If you are interested in #videos and reach in the network space:

Total Unique Viewers (000) Videos (000)
1 Google Display Network – 8,644.19 611,000.95
2 The Video Network – 7,706.37 114,646.10
3 Joost Media – 7,238.97 68,866.35

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crizza 13 Jul 11

maybe they mean Austria

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Gargamel 13 Jul 11

are those AU eyeballs figures across both PRE-ROLL & INBANNER? and are those “potential” reach numbers?

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Dennis 13 Jul 11

I agree with Video Lover… most offical music videos on YouTube are VEVO content. https://www.youtube.com/user/LadyGagaVEVO is a good example

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Amy Weinberger 13 Jul 11

Hi All,

This is Amy Weinberger, VP of comScore in ANZ. Our ” Video Lover” is correct! Vevo, the Property, includes their content delivered through their channel on YouTube. Almost all of the Australian reach (not Austria!) is from AU internet users accessing the vevo content on YouTube. YouTube personally has identified that the content collected is strictly content from vevo. There is a little bit of traffic coming from Sony Music Entertainment, which is also rolling up to videos in the Vevo Property. These numbers include both Pre-Roll and In-Banner ads. And they are ACTUAL reach, not potential, which means that Vevo and YouTube have tagged their actual streams. True video views!

Amy

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Logic 13 Jul 11

Can any reference to in banner be removed – Video Lover – do your numbers include in banner?

Pre-roll and in banner are COMPLETELY different things.

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Amy Weinberger 14 Jul 11

Hey Logic,

I’m happy to answer the question for you. I actually work at comScore so I can clarify. Feel free to reach out to me at aweinberger@comscore.com

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mumbrella 14 Jul 11

Hi Amy,

I’d be delighted if you could answer our questions too.

So far I’ve contacted ComScore’s press office three times via the contact details on yesterday’s press release, with no response.

I’m interested to know:

a) How big you estimate Australia’s Internet user community to be (I suspect you have that common problem of counting more unique users than there are Australians).

b) If you’re counting Vevo content on YouTube, does that mean you’ve excluded it from your YouTube/ Google stats, or have you double counted it?

Thanks,

Tim – Mumbrella

Anonymous 14 Jul 11

This is a great thread. Good on Amy for getting involved!

Video usage is massive in Aus. I would pay a $5 a year subscription to use YouTube…

Did you hear that Rupert..?

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Gargamel 14 Jul 11

Thanks Amy – appreciate your feedback.

Cheers

Gargamel & Azriel

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Amy Weinberger 14 Jul 11

Hey Tim,

Two basic things to note: We track individuals, not browsers, and use the standard metric of UV or Unique Visitor. Our methodology allows us to track people, not machines, so we would never have the problem of having an internet population in AU that is larger than the whole of AU. In May, we calculate that there were approx 13,630,000 UV’s (or different people) online in Australia.

Also, our numbers are unduplicated. Internet traffic can only be attributed to one entity so it’s not double-counted and inflating UV and PV numbers. -Amy

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