The people of India are watching double the number of online videos they were two years ago.
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New research from comScore suggests that the BRIC giant is consuming 3.7-billion videos per month, up from 1.86-billion in 2011.
This dramatic growth, says comScore, is largely down to a sizeable increase in the number of online video viewers, in addition to increasing consumption per viewer. The total online video audience in India has grown 74% to 54-million viewers, with the average viewer watching 18% more videos and spending 28% more time viewing.
As is the case with much of the rest of the world, Google-owned sites (led by YouTube), comprise the vast majority of online videos watched in India, with 31.5-million unique viewers in March, followed by Facebook with 18.6-million, and Yahoo! Sites with 8.2-million. Video ad platforms VDOPIA (6.4-million viewers) and TubeMogul (5.5-million viewers) rounded out the top five, highlighting that these platforms can deliver reach similar to that of the top video content networks.
Google Sites also led the pack in total video views delivered at nearly 2.1-billion, representing more than half the total online video market in India. Facebook ranked a distant second with 150 million views, followed by Dailymotion.com at 83-million. While Google Sites also ranked at the top in terms of average viewing time, Dailymotion was a strong number two at nearly one hour per viewer during the month.
“The rapid online video growth we’re witnessing in India represents a significant opportunity for both marketers and media companies in India,” said Kedar Gavane, Senior Director, comScore India. “Even in the very mature market of the US, 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.”