Online video viewing in the UK is continuing to balloon, with Facebook the fastest growing destination and a clear demographic split emerging between the main terrestrial broadcasters' internet TV audiences.
A total of 5.5 billion online videos were viewed in the UK in February, representing a 37% year-on-year increase, according to latest numbers from research firm ComScore.
Among the top 10 sites where people consume video content, Facebook experienced the most rapid growth, surging 205% in the past year to achieve 43 million videos viewed. Blinkx saw the second fastest growth, up 204% to nearly 29 million.
YouTube still dominates – up 17% to 2.47 billion videos viewed – while among the broadcasters, the BBC scored best with almost 140 million, a year-on-year rise of 143%. ITV was up 134% to 28.2 million and Channel 4 grew 26% to 39.4 million.
The demographic split between these three terrestrial broadcasters became increasingly apparent. The BBC iPlayer audience tends to be male and mainly aged 25-54. C4 skews heavily toward the 15- to 24-year-old age group, with an even split between males and females. ITV had the least appeal to males and captured the largest proportion of female viewers of all three sites.
Pay-TV company BSkyB, meanwhile, which in the past year has spread the presence of its Sky Player via distribution deals with the likes of Microsoft XBox and Fetch TV, beat both ITV and Channel 4 in terms of its growth, up 139% to 19.5 million videos viewed.
"The UK online video market continues to soar and is attracting a greater and greater share of internet users' attention," said ComScore Europe senior VP and MD Mike Read. "In particular, we've seen eyeballs move towards the online channel to watch more longform, professional video content, such as popular broadcast network TV shows."
http://www.c21media.net/news/detail.asp?area=89&article=55312
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Comment: "Blinkx saw the second fastest growth, up 204% to nearly 29 million" - well that's good news of course. Let's hope they monetised that traffic well and that there weren't nasty unexpected costs that came with it...
And what have I been banging on about for more than a year now? That Blinxk should release a Facebook widget to capitalise on FB users' appetite for video.
But what do I know, eh?
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