Research:The amazing Growth of the (Hispanic) Online Video Industry

Online Video usage is skyrocketing. Particularly among the U.S. Hispanic demographic. In fact, Hispanics watch 62 percent more digital video than non-Hispanics, according to Nielsen’s Cross-Platform Report.

Online video ad spending in the U.S. is expected to increase by 31% from 2012 to 2013, surpassing the US $ billion mark, Europe could rise 35% and Central and Latin American spending is expected to increase by 55% With the growth of online video usage comes an expanding industry of online video content and advertising solution providers.

Analysts are already speaking about the third wave in audiovisual content programming. The first wave being broadcast, and brands like CBS, ABC and NBC. The second wave was cable (ESPN, MTV, HBO etc). And the current third wave is online, with brands like YouTube, Vevo, Hulu and Machinima emerging.

Google’s YouTube dominates in usage and engagement…

 

Property

Total Unique Viewers (000)

Videos (000)

Minutes per Viewer

Total Internet : Total Audience

183,308

44,693,710

1,299.3

Google Sites

158,337

15,719,544

500.1

Facebook

61,646

729,548

24.7

AOL, Inc.

51,014

774,641

58.5

VEVO

49,293

562,445

38.9

Microsoft Sites

46,801

615,005

33.3

NDN

46,605

517,871

86.6

Yahoo! Sites

41,391

304,598

73.6

Viacom Digital

40,457

421,490

45.3

Amazon Sites

33,784

135,099

19.1

Turner Digital

27,587

255,590

40.5

 Note: Top U.S. Online Video Content Properties Ranked by Unique Video Viewers June 2013.  Source: ComScore Video Metrix

COMMENT: Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in June with 158.3 million unique viewers, followed by Facebook with 61.6 million, AOL, Inc. with 51 million, VEVO with 49.3 million and Microsoft Sites with 46.8 million. More than 44 billion video content views occurred during the month, with Google Sites generating the highest number at nearly 15.7 billion, followed by AOL, Inc. with 775 million and Facebook with 730 million. Google Sites had the highest average engagement among the top ten properties.

...also among Hispanics…

 

Property

Unique Viewers

Google Sites

21,001

BrightRoll Platform

19,295

ADAP.TV

15,247

Specific Media

14,038

TubeMogul Video Ad Platform

10,082

Tremor Video

9,877

LIVERAIL.COM

9,788

Facebook

8,488

VEVO

8,257

Videology

7,991

Note: Top U.S. Online Video Content Properties among U.S. Hispanics.Ranked by Unique Video Viewers, March 2013
Source: ComScore Video Metrix

...who watch more videos per viewer

 

Media  -Total Internet Hispanic All

Total Unique Viewers (ooo)

24,460

Composition Index for Unique Viewers

100

Composition Index for Unique Viewers

6,611,750

Videos per Viewer

270.3

Minutes per Viewer

1,176.2

Minutes per Video

1,176.2

Total Minutes (MM)

28,769

 COMMENT: Hispanics watch more online videos per viewer (270 vs. 243 for the average U.S. resident), watch mostly on Google’s. YouTube. Compared to the general market, Facebook, Vevo and AOL rank lower among Hispanic preferences for online video.

Get ready for #Portada16 on Sept. 14 and 15 in New York City! The Hispanic Sports Marketing Forum on September 14, and the 10th Annual Hispanic Advertising and Media Conference on September 15 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


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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