New Comscore Video Metrix Rankings Show that VEVO is the Top YouTube Partner Channel in the Netherlands
Amsterdam, Netherlands, 7 October 2013 – Comscore, Inc. (NASDAQ: SCOR), a global leader in digital measurement and analytics, today announced the launch of Comscore Video Metrix in the Netherlands. The online video measurement service, which was the first service of its kind to market in the U.S. more than six years ago, has since been launched in many markets around the world including France, Germany, Italy, Russia, Spain, Turkey and the United Kingdom in Europe. Comscore Video Metrix has been developed to enable Comscore’s clients to get insights into the online video market and help them to succeed in the online video marketplace. The debut Video Metrix report in the Netherlands showed that 11.1 million Dutch online video viewers watched nearly 3 billion videos in August 2013.
Online Viewers in the Netherlands are the Most Engaged European After the UKWhile the Netherlands has the smallest online video audience of the eight reportable Video Metrix markets in Europe, it ranks second only to the UK in terms of video engagement with an average of 269.5 videos per viewer.
Audience of Reportable European Markets by Ranked by Videos per Viewer August 2013Total European Audience, Age 6+, Home and Work LocationsSource: Comscore Video Metrix
Total Unique Viewers (000)
Videos per Viewer
United Kingdom
37,992
323.6
Netherlands
11,090
269.5
Spain
22,193
228.3
Turkey
21,810
207.7
France
39,885
194,6
Germany
46,529
179.3
Italy
26,850
158.7
Russia
60,016
162.4
Young Males Show Highest Engagement with Online Video In August 2013, 83.3 percent of the Dutch online population (ages 6 years and older) consumed online video for an average viewing time of 20.9 hours per person during the month. However, there were significant differences in online video engagement by age and gender. Males between the ages of 25-34 were the most engaged viewers with an average of 471.7 videos viewed for a total of 38.3 hours during the month. Comparatively, females from the same age group watched just 206.2 videos on average for a total of 17.2 hours of viewing time. Online video appealed the least to females over the age of 55 who spent just 11.6 hours watching video.
Overall, all age groups combined, the gap between male and female online video viewing habits is quite significant. On an average, each male watched 112.5 videos more and spends 10.1 hours more watching online videos than their female counterparts.
Demographic Profile of Online Video Viewers in the NetherlandsAugust 2013Total Netherlands, Age 15+ - Home & Work LocationsSource: Comscore Video Metrix
Target Audience
Total Internet
Hours per Viewer
Total Audience (6+)
20.9
All Males (6+)
324.5
25.9
All Females (6+)
212.1
15.7
Persons – Age
Persons: 15-24
316.2
24.9
Persons: 25-34
341.6
27.9
Persons: 35-44
328.2
26.1
Persons: 45-54
355.2
26.7
Persons: 55+
186.7
14.3
Males – Age
Male: 15-24
395.8
32.4
Males: 25-34
471.7
38.3
Males: 35-44
467.9
36.4
Male: 45-54
354.3
26.3
Male: 55+
193.2
16.8
Females – Age
Female: 15-24
236.1
17.4
Females: 25-34
206.2
17.2
Females: 35-44
15.1
Female: 45-54
356.2
27.0
Female: 55+
180.0
11.6
Top 10 YouTube Partner Channels by Unique Viewers The August 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 2.6 million viewers. Maker Studies Inc. held on to the #2 position with 2.4 million viewers, followed by UMG with 2 million and SonyBMG with almost 2 million. Among the top 10 YouTube partners, VEVO and Maker Studios Inc. demonstrated the highest engagement both in terms of minutes per viewer (58.4 and 34.5 respectively) and of total videos (18,663 and 13,690, respectively). Fullscreen is following with 24.7 minutes per viewer and 18,663 total videos.
Top YouTube Partner Channels Ranked by Unique Video ViewersAugust 2013Total Netherlands, Age 6+, Home and Work LocationsSource: Comscore Video Metrix
Total Videos
Minutes per viewer
VEVO @ YouTube
2,598
50,8
58.4
Maker Studios Inc. @ YouTube
2,365
29,261
34.5
UMG @ YouTube
2,045
11,402
12.6
SonyBMG @ YouTube
1,980
11,126
14.8
Fullscreen @ YouTube
1,950
18,663
24.7
Warner Music @ YouTube
1,858
13,690
20.8
ZEFR @ YouTube
1,398
7,628
14.9
The Orchard @ YouTube
1,393
7,521
14.4
Outrigger Media - EMI @ YouTube
1,295
5,562
13.2
Base79 @ YouTube
1,157
4,778
12.3
About ComscoreComscore. Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.
Hélène AzevedoComscore, Inc. +33 (0) 1 42 47 45 06worldpress@comscore.com