RESEARCH NEWS: Germany leads Europe in online video viewing

Germany is the strongest online video market in Europe, and the UK emerged as the third in the ranking. This is according to a new survey by digital world measuring specialist comScore.

The research – Video Metrix – investigated the use of online video in seven European countries – France, Germany, Italy, Russia, Spain, Turkey and the UK – in April 2011. It reveals that Germany ranks as the leader in online video viewing, with 45 million unique viewers watching an average of 187 videos for 19.6 hours per viewer.

Turkey comes second in terms of engagement – with 20.7 million viewers overall and 169 videos viewed for an average 18.7 hours per viewer. The UK emerges as the third strongest online video market in engagement, with 166 videos watched for 17.0 hours on average per viewer.

Commenting on the findings, Mike Read, SVP of Europe at comScore, said, “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.”

Video Metrix also suggests that Google Sites ranks as the leading online video property –largely driven by viewing at YouTube – among all European markets reported in the survey. Turkey emerges as the only exception, with Facebook being the market leader in the country.

Another trend highlighted by the research sees Facebook increasing its viewership in most countries, ranking in the top three online video destinations in five out of the seven reported European countries. Local online video destinations also ranked among the top three in Germany (ProSiebenSat1 Sites), the UK (BBC sites), France ( and Russia ( Group).