Online video explodes in UK

Joseph O'Halloran ©RapidTVNews | 25-10-2011

Any doubts as to the viability of the online video market in the UK have been cast aside by research showing that UK Internet users spend 240 million hours every month watching online video content.
In the study Online Video: Bringing Social Media to Life, it was revealed that in September 2011, the UK Internet population made over 785 million visits to online video websites - an increase of 36%.
As one would imagine, the majority of growth in this space was driven by YouTube, now the third most popular website in the UK after Google UK and Facebook, which accounted for 70% of all visits to online video sites. Every month, UK Internet users spent184 million hours watching YouTube content, with an average session time of 20 minutes.
Running YouTube second and third were the BBC iPlayer and ITV Player video-on-demand (VOD) services which the survey suggested represented a significant percentage of overall Internet visits to video sites. There were also increases for other video sites including videozer (+853%), MSN Video (+913%) and Hulu (+123%).
Commented James Murray, Marketing Research Analyst at Experian Hitwise: “There are now more visits to video websites every month than to email providers, travel or sports sites, which represents a huge opportunity to the savvy marketer. The average Internet user will make 18 visits to video sites a month and almost half will visit at least three different sites. While YouTube dominates the market, the increase in traffic to video-on-demand and more niche sites demonstrates that content is what matters most to today’s Internet users and they'll go to whatever site has the content they’re most interested in viewing.”