YouTube Dominates Streaming Landscape in Australia - eMarketer
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YouTube Dominates Streaming Landscape in Australia

Three-quarters of web users in Australia stream videos

December 10, 2012 | Video

Consumers in Australia, like much of the rest of the world, are demonstrating a healthy appetite for streaming videos. In fact, October 2012 research from Nielsen found that three-quarters of internet users in Australia were watching videos online.

Nielsen found that internet giant Google had firmly planted its flag Down Under, with its YouTube property drawing the largest unique audience (10.5 million) and serving up the most video streams (1.4 billion) out of all video streaming brands in October. Music website VEVO, which is a joint venture by Sony Music Entertainment, Universal Music Group and Abu Dhabi Media, was a distant second, corralling a viewership of 3 million and about 50 million streams.

Top 10 Streaming Video Sites Among Internet Users in Australia, Ranked by Unique Viewers, Oct 2012 (millions)

In terms of streaming entertainment videos, the unique audience reached about 11 million people and totaled about 1.6 billion streams. YouTube was also dominant in this space, with six of the top 10 entertainment video streaming brands consisting of YouTube or partnerships with the Google property.

In Australia, preferences for full-length content were also dominated by entertainment media. June 2012 data from the Australian Communications and Media Authority (ACMA) showed that TV programs were the most popular type of full-length online video content, watched by 61% of online video viewers, followed by full-length films or movies at 35%.

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Check out today’s other articles, “Tablets and Smartphones Boost Digital News Usage” and “Millennials Seek Online Advice, Opinions When Booking Travel.”



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