Vietnam leads in online video viewing penetration across APAC
comScore reports that in June 1.2 billion people worldwide age 15 and older watched online video from a home or work computer, representing 83.1 per cent of the world’s online population. Vietnam tops the ranking table of video overview by markets across the Asia-Pacific region with 89.8 per cent, as both broadband access and content availability factored into online video viewing adoption. Japan and Taiwan are ranked second and third respectively in the table. Among the largest online video markets by audience size, China was a strong leader with 266.2 million unique viewers (79.4 percent reach), followed by Japan with 61.5 million viewers (83.7 percent reach) and India with 44.6 million viewers (73.1 percent reach).
| Video Overview by Market Ranked by Total Unique Viewers June 2012 Total Audience, Age 15+ – Home & Work Locations* Source: comScore Video Metrix |
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| Total Unique Viewers (000) | % Reach Web Pop | |
| Worldwide | 1,239,145 | 83.1% |
| China | 266,152 | 79.4% |
| Japan | 61,536 | 83.7% |
| India | 44,590 | 73.1% |
| Vietnam | 13,050 | 89.8% |
| Australia | 12,830 | 79.7% |
| Taiwan | 9,715 | 82.7% |
| Malaysia | 9,292 | 78.8% |
| Indonesia | 8,715 | 66.9% |
| Philippines | 5,098 | 79.7% |
| Hong Kong | 4,022 | 88.7% |
| Singapore | 2,804 | 84.5% |
| New Zealand | 2,378 | 83.4% |
*Excludes visitation from public computers such as Internet cafes or access from mobile phones, tablets, etc.
In June 2012, we saw Internet users in Japan consume the most videos across Asia-Pacific region with an average of 242.5 videos per viewer during the month, followed by Hong Kong (180.7 videos) and Australia (151.4 videos).
| Video Overview by Market Ranked by Videos June 2012 Total Audience, Age 15+ – Home & Work Locations* Source: comScore Video Metrix |
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| Videos (000) | Videos per Viewer | |
| Worldwide | 197,535,871 | 159.4 |
| China | 20,850,829 | 78.3 |
| Japan | 14,923,822 | 242.5 |
| India | 3,426,593 | 76.8 |
| Australia | 1,942,582 | 151.4 |
| Vietnam | 1,792,848 | 137.4 |
| Taiwan | 993,464 | 102.3 |
| Malaysia | 878,423 | 94.5 |
| Hong Kong | 726,852 | 180.7 |
| Indonesia | 465,848 | 53.5 |
| Singapore | 443,291 | 158.1 |
| Philippines | 353,949 | 69.4 |
| New Zealand | 332,346 | 139.7 |
**Excludes visitation from public computers such as Internet cafes or access from mobile phones, tablets, etc.
The top 5 online video properties in Taiwan, Vietnam, Indonesia and the Philippines are:
| Top 5 Video Properties* by Market Based on Total Unique Viewers June 2012 Total Audience, Age 15+ – Home & Work Locations** Source: comScore Video Metrix |
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| Indonesia | Philippines | Taiwan | Vietnam | |
| #1 Video Property | Google Sites | Google Sites | Google Sites | Google Sites |
| #2 Video Property | VEVO*** | Facebook.com | Yahoo! Sites | VnExpress |
| #3 Video Property | Facebook.com | VEVO*** | Facebook.com | Dailymotion.com |
| #4 Video Property | Viacom Digital | Viacom Digital | Tudou Sites | Vega Corporation |
| #5 Video Property | MIVO.TV | Turner Digital | Youku Inc. | Tuoi Tre Online |
*Video Properties include all sites under that parent company. For example, Google Sites includes YouTube.com, etc.
**Excludes visitation from public computers such as Internet cafes or access from mobile phones, tablets, etc.
*** VEVO YouTube Channel accounts for online video viewing attributed to the VEVO property.
comScore is a global leader in measuring the digital world and preferred source of digital business analytics. comScore Video Metric is a new online video measurement service offers comprehensive online viewing intelligence, combined with demographics, to provide valuable insights into consumers’ digital behaviors.
by Terry Brown
