comScore released data from the comScore Video Metrix service, indicating that more than 27.4 million U.K. Internet users (78 percent of the total U.K. Internet audience) viewed 3.2 billion videos online in June 2008. comScore Video Metrix, which was the first to market in the U.S. more than two years ago, has become the leading service for online video measurement and is the only service of its kind in the U.K.

Google Sites Ranks as Most Popular Online Video Viewing Property

Google Sites, driven by the popularity of YouTube.com, attracted nearly half of all videos viewed online in the U.K., followed by BBC Sites (1.4 percent share), Microsoft Sites (0.8 percent share), Fox Interactive Media (0.7 percent share) and ITV Sites (0.6 percent share).

    
    Top U.K. Online Video Properties* Ranked by Videos Viewed                                                               
    June 2008                                                            
    Total U.K. - Age 15+, Home & Work Locations**                        
    Source: comScore Video Metrix                                        
                                                                    Share (%)  
               Property                          Videos (000)       of Videos  
    Total Internet: Total Audience                3,229,476           100.0 
    Google Sites                                  1,592,477            49.3 
    BBC Sites                                        45,014             1.4 
    Microsoft Sites                                  25,984             0.8 
    Fox Interactive Media                            21,910             0.7 
    ITV Sites                                        18,008             0.6 
    Yahoo! Sites                                     16,643             0.5 
    DAILYMOTION.COM                                  13,204             0.4 
    Channel4                                         13,045             0.4 
    MEGAVIDEO.COM                                    11,477             0.4 
    VEOH.COM                                         10,914             0.3 

U.K. Internet Users Watched 118 Videos per Viewer in June

27.4 million U.K. Internet users watched an average of 117.7 videos per viewer in June -- the highest videos per viewer average of any of the five countries reportable in comScore Video Metrix, which also includes U.S., Canada, France and Germany.

Google Sites also attracted the most viewers (20.5 million), who watched an average of 77.8 videos per person. BBC Sites drew the second most viewers (5.9 million), followed by Microsoft Sites (5.8 million), and Fox Interactive Media (3.9 million).

    
    Top U.K. Online Video Properties* Ranked by Total Unique Viewers                                                       
    June 2008                                                            
    Total U.K. - Age 15+, Home & Work Locations**                        
    Source: comScore Video Metrix                                        
                                             Total Unique      Average Videos  
               Property                      Viewers (000)       per Viewer      
    Total Internet: Total Audience              27,437             117.7 
    Google Sites                                20,463              77.8 
    BBC Sites                                    5,913               7.6 
    Microsoft Sites                              5,752               4.5 
    Fox Interactive Media                        3,946               5.6 
    Yahoo! Sites                                 2,741               6.1 
    Viacom Digital                               1,679               6.3 
    FACEBOOK.COM                                 1,533               2.8 
    ITV Sites                                    1,524              11.8 
    DAILYMOTION.COM                              1,277              10.3 
    MEGAVIDEO.COM                                1,227               9.4 

Other notable findings from June 2008 include:

• 19.7 million viewers watched 1.4 billion videos on YouTube.com (72.4 videos per viewer).
• The average online video duration was 3.0 minutes.
• The combined U.K. online video viewing audience watched a total 161 million hours of video content.
• According to comScore M: Metrics, 4.2 million mobile phone subscribers used their phone to watch any kind of TV or video in the U.K., of which 37.6 percent were younger than 25 years old.