Finally something to cheer about! comScore's latest Video Metrix report has concluded that online video consumption in India has grown two-fold in two years, to 3.7 billion videos per month. The report attributes this growth to a healthy rise in the number of online video viewers and also an increased consumption per viewer.
The report elaborates that the total online video audience in the country has grown 74 percent to 54 million users. It has found the average viewer viewing 18 percent more videos and spending 28 percent more time viewing videos.
Google sites, with popular video viewing site YouTube at the helm, became the top online video destination in March – it managed 31.5 million unique viewers, followed by Facebook (18.6 million viewers) and Yahoo! Sites (8.2 million viewers).
A rising trend in India! (Image credit: Getty Images)
Next up, the video ad platforms, VDOPIA and TubeMogul managed 6.4 million viewers and 5.5 million viewers, respectively. Interestingly, the report found Google sites to be ahead of the lot in terms of total video views, with nearly 2.1 billion, thereby taking up over half the total online video market in the country. Facebook came second with 150 million views and was followed by Dailymotion.com at 83 million. Google Sites also managed to emerge at the top in terms of average viewing time. Dailymotion took the second slot, in this respect with nearly an hour per viewer during the month.
Kedar Gavane, Senior Director, comScore India says, “The rapid online video growth we’re witnessing in India represents a significant opportunity for both marketers and media companies in India. Even in the very mature market of the U.S., online video has become one of the hottest sectors of because of the value marketers place on video ad inventory. As the Indian online video market begins to realize the value of its existing inventory while continuing its growth in viewers and consumption time, there will be substantial upside for the key players in this market.”