comScore released a report on the Canadian online video market, based on February 2009 comScore Video Metrix data, which showed that 21 million Canadians viewed more than 3.1 billion videos online during the month. The average Canadian online video viewer spent 10 hours viewing videos in February, up 53 percent from their average viewing time last year.

Google Sites Holds Commanding Lead in Canadian Video Market

Google Sites led as the most popular video destination in February with more than 1.6 billion videos viewed (52 percent share of all videos), and YouTube.com accounting for nearly 99 percent of videos viewed at the property. Microsoft Sites ranked as the second most popular video destination with 55.6 million videos viewed (1.8 percent share), followed by Yahoo! Sites with 45.7 million videos (1.5 percent share).

    Top Canadian Online Video Properties* by Videos Viewed
    February 2009
    Total Canada - Home and Work Locations
    Source: comScore Video Metrix
                                    Videos         Share (%) of
    Property                         (000)            Videos
    Total Internet :
     Total Audience               3,107,826             100.0
    Google Sites                  1,625,244              52.3
    Microsoft Sites                  55,645               1.8
    Yahoo! Sites                     45,697               1.5
    Megavideo.com                    36,828               1.2
    CTVglobemedia                    25,200               0.8
    Dailymotion.com                  20,930               0.7
    Facebook.com                     19,470               0.6
    Viacom Digital                   18,190               0.6
    Turner Network                   12,368               0.4
    Fox Interactive Media            11,694               0.4

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Canadians Watched Nearly 150 Videos per Viewer in February

More than 21 million Canadian viewers, or 88 percent of the total Canadian Internet population, watched an average of 147 videos per viewer in February. Google Sites attracted the most viewers with 18.2 million watching an average of 89 videos per viewer during the month. Microsoft Sites drew 7.1 million viewers, while Facebook ranked third with 5.8 million viewers.

    Top Canadian Online Video Properties* by Unique Viewers
    February 2009
    Total Canada - Home and Work Locations
    Source: comScore Video Metrix
                               Unique Viewers    Average Videos
    Property                          (000)        per Viewer
    Total Internet :
     Total Audience                  21,129             147.1
    Google Sites                     18,171              89.4
    Microsoft Sites                   7,113               7.8
    Facebook.com                      5,848               3.3
    Yahoo! Sites                      4,954               9.2
    Fox Interactive Media             2,895               4.0
    Dailymotion.com                   2,718               7.7
    Viacom Digital                    2,678               6.8
    CTVglobemedia                     2,329              10.8
    Megavideo.com                     1,940              19.0
    CBS Interactive                   1,879               3.0

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Other notable findings from February 2009 include:

• The average online video was 4.1 minutes in length, up nearly 25 percent from the previous year’s 3.3 minute average.
• More than 1.6 billion videos were viewed by 18 million viewers on YouTube.com in February, representing nearly 90 videos per viewer.
• Nearly 88 percent of the total Canadian Web population viewed online video in February, the highest penetration of the five countries currently reported by comScore Video Metrix (France 82 percent, Germany 82 percent, U.K. 81 percent, U.S. 76 percent).
• The average online video viewer in Canada watched 605 minutes of video in the month, the largest amount of time of the five countries reported by comScore Video Metrix (U.K. 540 minutes, Germany 466 minutes, France 390 minutes, U.S. 312 minutes).