The figures, the digital measurement company’s first global online video report from its Video Metrix service, show that Google-operated sites took the largest share of videos viewed, with almost 88.3 billion views accounting for 43.8% of all videos viewed that month. Unsurprisingly, YouTube accounted for 99% of Google’s share.
The remainder of the sites covered have much smaller pieces of the video viewing pie. China’s Youku.com was in second place with 2.3%; music site VEVO took 1.8%, while Facebook took fourth position with 1.3.
Breaking the data down by country reveals some interesting observations. Canada led the way in terms of the most videos watched per viewer. Internet video viewers there averaged a huge 303.7 videos each, with the US and UK following with 286.3 and 268.6 respectively. Meanwhile, Turkey is the country where online video is watched most widely, with 93.6% of Internet users having watched at least one video during the month.
As this is comScore’s first report of its type, there’s no historical data to compare it to, but based on other recent studies such this one from Experian Hitwise and this one from Nielsen, we can expect to see an upward trend when the next report is released.