Research: Brazil: Online Video Audience Reaches 43 Million Unique Viewers in Dec 2012

comScore released an analysis on online video activities in Brazil based on insights from its comScore Video Metrix service. The study found that Google Sites is the largest online video destination in Brazil, while Facebook is the fastest growing among the top ten. The study also showed that Brazil is the seventh largest online video market worldwide with a viewing audience of 43 million people in December.

“Online video is an important part of the internet landscape in Brazil, reaching a large number of people in an engaging context that is attractive to marketers and advertisers,” said Alejandro Fosk, comScore senior vice president for Latin America.

Brazil Among the Top 10 Largest Video Markets Worldwide

The analysis revealed that Brazil, with 43 million video viewers in December 2012, is one of the 10 largest video markets worldwide. Brazil, which ranked #7 overall, still has the opportunity for increased online video penetration with 82 percent of Brazilian internet users watching video in a month — slightly below the worldwide average of nearly 84 percent.

Top 10 Global Markets by Unique Video Viewers - December 2012

Total Audience: Visitors Age 15+, Home/Work Location*

Total Unique Viewers (000) % Reach Web Population
Worldwide 1,279,264 83.8%
China 289,890 84.3%
US 188,130 84.9%
Japan 60,939 82.8%
Russia 55,591 90.6%
India 51,718 73.1%
Germany 47,617 82.9%
Brazil 42,998 82.2%
France 40,662 84.6%
UK 37,477 83.6%
Italy 23,857 83.0%
*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs
Source: comScore Video Metrix

Facebook Gaining Space Among Online Video Main Players

Google Sites, driven primarily by video viewing at YouTube, ranked as the top online video content property in Brazil, with nearly 39 million unique viewers in December, followed by Vevo with 17.6 million viewers. Facebook ranked as the third largest video viewing destination with 17.5 million viewers, while Globo held the #4 position with 14.8 million viewers.

During the past few years, Facebook has been climbing in the Brazilian market to rank as the #1 Social Networking destination. This increased activity is also being reflected in online video consumption with Facebook experiencing an increase of more than 400 percent in the past year. Yahoo Sites has seen a similarly strong increase of 318 percent to 6.2 million viewers.

Top Brazil Online Video Content Properties Ranked by Unique Video Viewers - December 2012 vs. December 2011

Total Brazil – Viewers Age 15+, Home and Work Locations*

 

Dec 2011 Dec 2012 % Change
Google Sites 42.062 38.922 -7%
Vevo 18.114 17.667 -2%
Facebook 3.448 17.504 408%
Globo 8.008 14.893 86%
Viacom Digital 8.366 8.423 1%
UOL 4.823 6.463 34%
Yahoo Sites 1.485 6.214 318%
Terra - Telefonica 1.727 4.071 136%
R7 Portal 1.357 3.692 172%
Videoslasher.com N/A 3.199 N/A
*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs
Source: comScore Video Metrix

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Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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