comScore expands Asia Pacific metrics; Vietnam leads online video viewing
Vietnam had Asia Pacific's highest online video viewing penetration in June, according to statistics recently compiled by comScore's online video measurement service. Vietnam posted 89.8 percent viewing reach to lead Hong Kong (88.7 percent), Singapore (84.5 percent), Japan (83.7 percent) and New Zealand (83.4 percent). Vietnam was among four countries—including Taiwan, Indonesia and the Philippines—that comScore added to its Video Metrix service.
comScore said 1.2 billion people over the age of 15 watched online video from a home or work computer during the month, accounting for 83.1 percent of the world's online population. Asia-Pacific viewing ranged from a low of 66.9 percent in Indonesia to Vietnam's 89.8 percent.
Not surprisingly, China led the whole area with audience size with 266.2 million unique viewers (79.4 percent reach). Japan, with 6.15 million viewers (83.7 percent reach) and India with 44.6 million viewers (73.1 percent reach) were a distant second and third.
Across the four new Video Metrix markets Google, driven by YouTube, took top viewing honors. After that, viewers tended to scatter a bit in their viewing preferences. Facebook ranked second in the Philippines and third in Indonesia and Taiwan and VEVO and Viacom Digital both were in the top five in Indonesia and the Philippines. Yahoo slipped into second in Taiwan while local players VnExpress, Vega Corp. and Tuoi Tre Online won three of the top five spots in Vietnam.
Worldwide, 197.5 billion videos were viewed during June with viewers consuming 159.4 videos. Across the Far East, Japanese viewers watched the most videos (242.5) followed by Hong Kong (180.7), Singapore (158.1) and Australia (151.4). Among the new markets comScore started tracking, Vietnam users consumed 137.4 while Taiwan (102.3), the Philippines (69.4) and Indonesia (53.5) followed.
"Online video viewing has become a leading pastime for the majority of today's online consumers, presenting new opportunities for content providers and advertisers to reach their key audiences with engaging content," said Joe Nguyen, comScore's senior vice president for Asia Pacific, in a news release.
- see this news release