comScore, Inc, a leader in measuring the digital world, recently released its April 2010 rankings of the top video properties in Singapore, based on data from its comScore Video Metrix service. The report found that 87% of Singapore's Internet population viewed video online in April, with an average viewer consuming 10.5 hours of video during the month.
"Online video is an integral part of consumers' digital lives, with more people in Singapore viewing online video each month than visiting social networking sites," said Joe Nguyen, comScore vice president for Southeast Asia. "It's important for brands to recognize the substantial reach and highly engaging quality of the online video platform as a way to target and interact with consumers in an increasingly fragmented Internet environment."
The average Internet user in Singapore spent 10.5 hours viewing video in April, consuming 130 videos for a period of 4.9 minutes per video on average. The demographic composition of online video viewers revealed that users age 15-24 were the most engaged demographic segment, averaging 192 videos per viewer during the month and consuming more than 15 hours of video content. People age 55 and older also showed heavy engagement with online video, averaging 12 hours of consumption and 155 videos per viewer in April. Although users age 25-44 represented the highest percentage of unique video viewers, they spend less time viewing video and watch fewer videos per viewer than the younger and older age segments.
| Demographic Breakdown of Video Viewers | ||||
|---|---|---|---|---|
| April 2010 Total Audience Singapore, Age 15+ - Home & Work Locations* Source: comScore Video Metrix | ||||
| Total Internet | ||||
| % Composition Unique Viewers | Minutes per Viewer | Videos per Viewer | Minutes per Video | |
| Total Audience | 100.0 | 631.9 | 130.0 | 4.9 |
| Persons: 15-24 | 21.7 | 910.4 | 192.1 | 4.7 |
| Persons: 25-34 | 24.6 | 544.7 | 103.4 | 5.3 |
| Persons: 35-44 | 26.2 | 473.4 | 102.5 | 4.6 |
| Persons: 45-54 | 18.5 | 601.6 | 118.9 | 5.1 |
| Persons: 55+ | 9.0 | 720.0 | 155.8 | 4.6 |
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
In April, Internet users in Singapore watched nearly 320 million videos, with Google Sites ranking as the top video property with 204 million videos, representing 63.8% of all videos viewed online.
YouTube.com accounted for more than 99% of all videos viewed at the Google property. Facebook.com ranked second with 10.2 million videos viewed (3.2% market share), followed closely by Tudou Sites with 4.5 million videos (1.4% market share).
| Top Video Properties Based on Total Videos Viewed April 2010 Total Audience Singapore, Age 15+ - Home & Work Locations** Source: comScore Video Metrix | ||||
|---|---|---|---|---|
| Videos (000) | Share of Videos | |||
| Total Internet : Total Audience | 319,812 | 100.0 | ||
| Google Sites | 203,999 | 63.8 | ||
| Facebook.com | 10,180 | 3.2 | ||
| Tudou Sites | 4,459 | 1.4 | ||
| Microsoft Sites | 2,690 | 0.8 | ||
| Dailymotion.com | 2,628 | 0.8 | ||
| PPLive Inc. | 1,290 | 0.4 | ||
| Metacafe | 1,204 | 0.4 | ||
| Turner Network | 1,133 | 0.4 | ||
| Sohu.com Inc. | 1,062 | 0.3 | ||
| Yahoo! Sites | 865 | 0.3 | ||
| Persons: 55+ | 9.0 | 720.0 | 155.8 | 4.6 |
*Video Properties include all sites under that parent company. For example, Google Sites includes YouTube.com.
**Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
In Singapore, 2.5 million unique viewers watched an average of 130 videos per viewer during the month. Google Sites attracted the largest video audience with 2.1 million viewers during the month (99 videos per viewer), followed by Facebook.com with more than 1 million viewers (9.7 videos per viewer) and Microsoft Sites with 403, 000 viewers (6.7 videos per viewer).
| Top Video Properties Based on Total Unique Viewers April 2010 Total Audience Singapore, Age 15+ - Home & Work Locations** Source: comScore Video Metrix | ||
|---|---|---|
| Total Unique Viewers (000) | Videos per Viewer | |
| Total Internet : Total Audience | 2,459 | 130.0 |
| Google Sites | 2,062 | 98.9 |
| Facebook.com | 1,045 | 9.7 |
| Microsoft Sites | 403 | 6.7 |
| Yahoo! Sites | 295 | 2.9 |
| Tudou Sites | 215 | 20.7 |
| Dailymotion.com | 212 | 12.4 |
| Metacafe | 171 | 7.1 |
| CBS Interactive | 155 | 3.0 |
| Funshion.com | 141 | 2.6 |
| CollegeHumor Media | 136 | 4.3 |
*Video Properties include all sites under that parent company. For example, Google Sites includes YouTube.com
**Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
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