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Indians getting hooked to online video: comScore

ibnlive.com
Mar 10, 2011 at 11:38am IST

New Delhi: With Internet speeds improving across the country, Indians are fast consuming online video content.

According to comScore, an online audience measurement company, 72 per cent of India's total online population watch videos on the Internet. The comScore report, based on data from its comScore Video Metrix service, which was launched in India earlier this year, found that 30.2 million Indian online users watched online video in January 2011.

The report found that Indian users, on an average, spend more time watching video Network18 websites, that include IBNLive.com and its sister websites, than even the Internet video leader YouTube.

Indians getting hooked to online video: comScore

On an average, users spend more time watching Network18 videos than even YouTube.

Network18 accounted for 109 minutes per viewer in January 2011 as compared to 101 minutes for Google's websites, including YouTube. Other top video properties in India include Facebook, Metacafe, Yahoo, Dailymotion and VEVO.

In terms of the total internet audience, Network18 websites, with 1.2 million unique viewers were ranked no. 7 ahead of Rediff and Microsoft websites.

"Online video viewing is quickly becoming a central activity for Internet users in India," said Joe Nguyen, comScore vice president for Southeast Asia. "As broadband penetration in India continues to increase, we expect to see online video continue to grow and become an increasingly important channel for marketers to reach audiences in the burgeoning Indian online market."

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