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