The latest data from the comScore Video Metrix service has showed that Germany is the powerhouse for online video in Europe with 45 million unique viewers watching an average of 187 videos for 19.6 hours per viewer in April 2011.
The comScore Video Metrix survey also found that not only is Germany the largest European market for online video viewing but is also the most engaged.
That said, other countries were not far behind. Turkey, perhaps surprising to many, was the second placed online video country in Europe with 20.7 million unique viewers overall, an average of 169 videos viewed at 18.7 hours per viewer. The third placed UK boasted more unique viewers than turkey, 32.6 million, but revealed 166 videos watched for 17.0 hours on average per viewer.
The overall picture for online video was encouraging, said Mike Read, comScore SVP of Europe: “Online video is beginning to compete with traditional television viewing for people’s attention, and Internet users in several European countries are leading the way.”
In terms of Europe’s leading sources of online video, as one would expect YouTube drove Google site to the top of the list of online video property among all European markets except Turkey where Facebook was the market leader. The social network was seen to have increased viewership in most countries.
Local video sources scored well in the region with Germany’s ProSiebenSat1 Sites, the BBC iPlayer, France’s Dailymotion.com and the Russian Mail.ru Group being particularly popular.