80% of Internet Users Watch Online Video, Worldwide

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Beet.tv caught up with Tania Yuki from comScore and found out that 80% of all net users worldwide watch video online. Aren’t you glad you were there before they arrived?

comScore of course needs to keep up with the times so they’re offering new features and expanding their areas of coverage. Granted, they still make mistakes in reporting far too often for my tastes and their numbers are still questionable at times as they use panels much of the time to gather the information when they should be focusing on direct measurement.

They’re looking at new metrics that will give a better idea of how online video stacks up against TV as well as better ways to plan and track your video versus others and total reach and frequency of online video and TV campaigns.

But the really interesting thing is that the reason for their continued expansion is the continued expansion of the industry and more importantly, viewing online. Tania stated, in her interview with Beet.tv’s Andy Plesser, that in many regions video viewing itself is “north of 70%” and even 80% in some areas in relation to people using the web.

That’s a pretty massive number and she said a lot of growth is coming from Australia/Pacific but also in Canada, France, Germany and the UK (see my previous post about UK video online) and of course, the US.

She does also state that China and Japan have some heavy usage, even though comScore is just moving into the region and that it’s hard to say how much growth there will be. Personally, I’d be surprised if less than 70% of Japanese Internet users were watching video online.

Well, I guess our work is done right? 80% of Internet users are watching video. In my world, that’s a perfect score because I follow the 80/20 rule (Pareto Principle) which states that “roughly 80% of the effects come from 20% of the causes.” So now it would take 80% more work to get that last 20%. That’s a lot of energy for little payoff, so skip it and focus on your content and getting the best stuff out there that you can.

And if you’re reading this wondering what I’m on about…you’re already so late to the party that it’s in full swing and finding a dance partner might be rough, unless you’ve got a groovy spaceship to show off.


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