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U.K. Internet Users Leading Consumers of Online Video

LONDON, June 19 /PRNewswire/ --

- 80 Percent of Surfers Streamed Video in April, Spending 10 Percent of Their Online Time Viewing Videos

comScore, a leader in measuring the digital world, today released a study of video streaming in the U.K. The study showed that 80 percent of the U.K. online population (age 15 or older who have accessed the Internet from either a home or a work computer), initiated a video stream in April 2007, compared to 76 percent in the U.S., 79 percent in France, and 70 percent in Germany.

The study also reported that the average U.K. streaming video viewer initiated 80 streams in April 2007, compared to 64 streams per streamer in France and 62 streams per streamer in Germany. By comparison the average streamer in the U.S. initiated 65 streams per streamer in April 2007.

In the U.K. streamers allocated 10 percent of their total time online to viewing video.

"With 8 out of 10 people initiating a stream in the U.K., streaming is clearly mainstream and one of the more popular things to do online -- up there with search, email and shopping," stated Bob Ivins, EVP and managing director of comScore Europe. "What is particularly striking is the fact that those consumers are accessing 16 to 18 streams more, per month, than their counterparts in the U.S., France or Germany, perhaps indicating that the U.K. is further along the adoption curve in enjoying streamed video."

    Online Video Streaming by Country
    April 2007
    Total Online Population Age 15+ -- Home and Work Locations(i)
    Source: comScore Video Metrix
                                      Reach of      % Total              
                                       Video      Time Online   Video Streams 
                                    Streaming(ii)  Spent Video  per Streamer 
    United Kingdom                         80%          10%            80 
    United States                          76%           6%            65 
    France                                 79%          13%            64 
    Germany                                70%           9%            62

    (i)  Excludes traffic from public computers such as Internet cafes or
         access from mobile phones or PDAs.

    (ii) Total Unique Streamers in April 2007 / Total Online Population in
         April 2007

The study also reported on the most popular streaming sites. Of the 1.98 billion streams that were initiated in the U.K. in April 2007, 38 percent or 608.1 million were initiated at Google Sites (which include Rounding out the top 5 were Yahoo Sites, with 57.7 million streams, BBC Sites with 32.2 million streams, Fox Interactive Media with 26.1 million streams and Microsoft Sites with 17.3 million streams.

    Leading U.K. Online Video Streaming Sites                            
    April 2007                                                           
    Total Online Population Age 15+ -- Home and Work Locations(i)          
    Source: comScore Video Metrix                                        
                                  Unique Video   Video Streams      Video    
                                  Streamers and  and Downloads   Streams per 
                                   Downloaders   Initiated (MM)   Streamer   
    Total U.K. Internet Audience,                                        
     Age 15+                              24.8         1,982.2         80 
    Google Sites                          16.0           608.1         38 
    Fox Interactive Media                  4.7            26.1          6 
    Yahoo! Sites                           4.4            57.8         13 
    BBC Sites                              3.9            32.2          8 
    Microsoft Sites                        3.1            17.3          6 

    (i) Excludes traffic from public computers such as Internet cafes or
        access from mobile phones or PDAs.

About comScore

comScore, Inc. is a leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transitional behavior, including online and offline purchasing behavior. comScore panellists also participate in survey research that captures and integrates their attitudes and intentions. Through this proprietary technology, comScore measures what matters across a broad spectrum of behaviour and attitudes. comScore analysts apply this deep knowledge of consumer and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. For more information please visit

Web site:

SOURCE comScore, Inc.

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