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Big Leap for Digital Video Views in India

Regular viewers tune in more often

As internet penetration rises in India, the digital video audience is growing fast. Between March 2011 and March 2013, unique visitors to video sites rose 69%, for a total of 54 million unique video viewers at the end of the observation period, according to comScore Video Metrix. But not only are more web users tuning in to video in India, they are watching more videos and spending more time streaming.

The number of videos viewed grew even faster than unique visitors, doubling to 3.71 billion. And the average viewer watched 68.7 videos in March, for a total of 431.5 minutes of digital video viewing.

Unsurprisingly, Google, which owns YouTube, was the top video site in India by a wide margin, visited by 31.5 million unique viewers. Facebook came in second, with 18.6 million viewers. Meanwhile, Dailymotion did not make the top five list for unique viewers, but it did garner the third-highest number of viewing sessions per month, at 83 million, suggesting that when users stream via Dailymotion, they come back for more.

With its massive population, India ranked as the No. 5 country for online video viewers in an earlier, December 2012 study from comScore Video Metrix, but it was much lower down the list that month for total videos viewed, at No. 20. As web use rises, unique video viewers and videos consumed will also go way up.


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