December 17, 2013
comScore Introduces Online Video Measurement in Colombia
comScore Video Metrix Now Available for 27 Markets Worldwide, Including 5 in Latin America
Bogotá, Colombia, 17 December, 2013 - comScore (NASDAQ: SCOR), a global leader in digital measurement and analytics, today announced the launch of comScore Video Metrix in Colombia. 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 27 markets around the world including Latin America countries such as Argentina, Brazil, Chile, Mexico and now Colombia. 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 Colombia showed that 10.8 million online video viewers watched nearly 1.6 billion videos in October 2013.
Online Viewers in Colombia are the Most Engaged Latin American After Brazil
Colombia ranks second only to Brazil in terms of video engagement with an average of 149.8 videos watched per viewer during October 2013. Online video streaming has strong adoption in Colombia, with 89.5 percent of its total online population watching videos during the month, compared to the global average at 84.9 percent.
Audience of Reportable Latin America Markets Ranked by Videos per Viewer
October 2013
Total Latin America Audience, Age 15+, Home and Work Locations*
Source: comScore Video Metrix
Total Unique Viewers (000)
% Reach
Videos per Viewer
Global
1,369,435
84.9
199.3
Brazil
68,093
87.8
184.0
Colombia
10,831
89.5
149.8
Chile
5,525
91.5
124.5
Mexico
23,906
81.3
104.4
Argentina
17,120
95.5
79.8
*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs
Young Colombians Males Show Highest Engagement with Online Video
Colombian males between the ages of 15-24 were the most engaged viewers with an average of 213.3 videos viewed for a total of 16.6 hours during the month. Comparatively, females age 15-24 watched just 144.4 videos on average for a total of 8.6 hours of viewing time. Across all age segments, males watched an average of 49 more videos and spent 5.7 more hours watching online video than their female counterparts.
Demographic Profile of Online Video Viewers in Colombia
October 2013
Total Colombia, Age 15+ Home & Work Locations*
Source: comScore Video Metrix
Videos per Viewers
Hours per Viewers
Base Audience: Persons: 15+
149.8
10.7
Males - Age
All Males (15+)
174.3
13.6
Males: 15-24
213.3
16.6
Males: 25-34
165.9
13.3
Males: 35-44
124.0
9.5
Males: 45-54
129.3
9.6
Males: 55+
116.8
9.6
Females - Age
All Females (15+)
125.3
7.9
Females: 15-24
144.4
8.6
Females: 25-34
126.4
8.0
Females: 35-44
101.9
6.5
Females: 45-54
89.5
6.2
Females: 55+
111.5
8.9
*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs
About comScore
comScore. Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments.www.comscore.com/companyinfo.
Contact:
Ana Laura Zain
comScore, Inc.
+56 2 2963 5831
prensa@comscore.com
comScore, Inc. is an information and analytics company that measures advertising, content, and the consumer audiences of each, across media platforms. The Company creates its products using a global data platform that combines information on digital platforms, television (TV), direct to consumer applications, and movie screens with demographics and other descriptive information. The Company's products and services are organized under two groups: Digital Ad Solutions, which provides measurement of the behavior and characteristics of audiences across digital platforms, including computers, tablets, mobile and other connected devices, and Cross Platform Solutions, which provides measurement of content and advertising audiences across local, national and addressable television, including consumption through connected (Smart) televisions, and are designed to help customers find the relevant viewing audience whether that viewing is linear, non-linear, online or on-demand.
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