Each month, we take a dive into comScore's numbers on U.S. online viewing habits. But this month, we have some data on the viewing behavior of our neighbors down south. Among the findings, Mexico leads in online video, watching an average of 14 hours in August.
Like in the states, Google Sites/YouTube was the top destination for 60 percent of videos watched in Mexico, accounting for 2.19 billion videos, or an average of 393.6 minutes per viewer. Following that are Vevo, Viacom Digital and Facebook.
“Online video has reached record levels of adoption across Latin America as more viewers are tuning in and consuming more video content than ever before,” said Alejandro Fosk, comScore senior vice president for Latin America.
Fosk said this trend is particularly important for marketers, given video's reach, and publishers, since video ads are commanding higher rates on a per impression basis.
In total, 22.9 million people in Mexico watched online video in August, a 14 percent year-over-year increase. They viewed 3.54 billion videos, a 47 percent leap from the year prior, and averaged 154.7 videos each.
While Mexico leads in average number of hours watched, Chileans viewed more on a per viewer basis, averaging 171 a piece and 13 hours per month. Overall, an astonishing 92 percent of the Internet-using population is an online viewer. The same four sites lead in Chile as they do in Mexico: Google, Vevo, Viacom Digital and Facebook.
We looked at LATAM online video viewing in our last Online Video Index Report
and found that viewing habits vary by country, and time of day.