UK Web video viewing up 37%

comScore, has released data from its Video Metrix service indicating that 5.5 billion videos were viewed online in the UK in February 2010, up 37 per cent versus the previous year.

Driven by the popularity of YouTube, Google Sites grew 17 per cent versus a year ago to further solidify its position as the leading online video viewing property in the UK, with 2.5 billion videos viewed in February 2010. BBC Sites ranked second with 140 million videos viewed on its sites followed by Megavideo with 53 million videos.

Facebook ranked as the fastest growing video property in the top 10, surging 205 per cent in the past year to 43 million videos viewed. blinkx was the second fastest, growing 204 per cent to nearly 29 million videos viewed. BBC Sites (up 143 per cent), ITV sites (up 134 per cent) and Sky Sites (up 139 per cent) also achieved triple-digit growth rates over the past year.

“The UK online video market continues to soar and is attracting a greater and greater share of Internet users' attention,” said Mike Read, SVP and Managing Director, comScore Europe. “In particular, we've seen eyeballs move towards the online channel to watch more long-form, professional video content, such as popular broadcast network TV shows. This trend presents a significant opportunity to advertisers, as comScore research has consistently shown that online video advertising is effective at building brands.”

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