ComScore just sent us very interesting data about online video usage by Hispanics.

The below tables, contains the following information:

– Out of a total universe of 26.4 million unique visitors a relatively small proportion of Spanish primary speakers (5.1 million) watch online video. This is probably a symptom of the relative scarcity of Spanish-language online and video content available to cater to the Spanish-dominant part of the Hispanic population. In addition, it points towards the fact that Spanish-dominant Hispanics, although predominantly online by now, are less so than Bilingual and English-dominant Hispanics.

– Interestingly, if they watch videos online, Spanish-dominant Hispanics spent substantially more time (50% more!) than English – dominant Hispanics watching them.: 1238 minutes per viewer/month, versus 811 minutes per viewer. 

– While Google and to a lesser extent Vevo dominate both the English dominant and Spanish-dominant spectrums, Microsoft sites are higher ranked in the Spanish primary ranking than n the Bilingual and English Dominant rankings. Univision makes the 9th position among Spanish-dominant Hispanics ranking, 10th for Bilinguals and falls out of the top 10 ranking for English primary and the overall ranking.   

Hispanic – ALL

June 2011

Top Content Properties

Total Unique Viewers (000)

Visits (Sessions) (000)

Minutes per Viewer

Total Internet Hispanic All

26,341

823,150

911.2

Google Sites

22,223

340,258

341.9

VEVO

10,998

68,344

119.2

Microsoft Sites

7,694

35,098

32.8

Viacom Digital

7,268

40,878

82.2

FACEBOOK.COM

6,741

21,291

17.6

Yahoo! Sites

6,101

23,108

38.9

AOL, Inc.

4,955

25,775

47.3

Turner Digital

3,563

11,910

26.7

Hulu

2,743

12,227

152.8

NBC Universal

2,172

4,419

13.6

Source: ComScore

Hispanic – Spanish Primary

June 2011

Top Content Properties

Total Unique Viewers (000)

Visits (Sessions) (000)

Minutes per Viewer

    Total Internet Hispanic – Spanish Primary

5,151

198,188

1,238.1

    Google Sites

4,676

81,720

410.4

    VEVO

2,486

16,096

136.6

    Microsoft Sites

1,913

8,140

40.7

    FACEBOOK.COM

1,677

5,847

22.3

    Viacom Digital

1,355

6,707

76.1

    Yahoo! Sites

894

3,284

35.7

    USTREAM.TV

778

6,261

153.3

    AOL, Inc.

714

3,251

67.3

    Univision Communications Inc

708

2,122

22.2

    Justin.tv Sites

685

13,905

466.9

Source: ComScore

Hispanic – Bilingual

June 2011

Top Content Properties

Total Unique Viewers (000)

Visits (Sessions) (000)

Minutes per Viewer

    Total Internet Hispanic – Bilingual

7,480

237,197

869.4

    Google Sites

6,576

110,730

378.6

    VEVO

3,446

21,866

124.2

    Viacom Digital

2,233

12,032

79.5

    Microsoft Sites

2,221

8,949

28.1

    FACEBOOK.COM

2,051

6,410

16.7

    Yahoo! Sites

1,636

5,338

19.5

    AOL, Inc.

1,478

7,045

45.7

    Turner Digital

927

3,000

28.8

    Hulu

775

4,308

195.1

    Univision Communications Inc

740

1,870

23.9

Source: ComScore

Hispanic – English Primary

June 2011

Top Content Properties

Total Unique Viewers (000)

Visits (Sessions) (000)

Minutes per Viewer

    Total Internet Hispanic – English Primary

13,711

387,766

811.2

    Google Sites

10,971

147,809

290.7

    VEVO

5,066

30,383

107.3

    Viacom Digital

3,680

22,139

86.2

    Yahoo! Sites

3,571

14,486

48.5

    Microsoft Sites

3,560

18,009

31.5

    FACEBOOK.COM

3,013

9,034

15.7

    AOL, Inc.

2,763

15,479

42.9

    Turner Digital

2,080

7,729

29.8

    Hulu

1,660

6,859

136.5

    NBC Universal

1,433

3,065

16.6

Source: ComScore

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