Viewership on the rise in absolute terms
Online video reach in Mexico plateaued in 2013. According to March, June and August 2013 measurements from comScore, 81.3% of the online population watched video on a computer from home or work locations during each of those months.
That penetration level amounted to 23.8 million unique video viewers in Mexico in August 2013, comScore estimated, a 15% improvement from the 20.7 million reported in December 2012. The comScore definition excludes public computers and mobile devices.
Viewership growth, in absolute terms, did occur, and it nearly mirrored the eMarketer prediction of a 15.3% expansion in the base of internet users in Mexico this year. The unchanging reach of the online population in the comScore estimates, combined with the nearly identical growth in total number of video viewers and internet users in Mexico, likely means that viewership growth is now coming mostly from new internet users.
Adding to the evidence of lower engagement with online video in Mexico, the average number of videos per viewer has been on a steady decline this year. According to comScore, viewers in Mexico watched a median of 103 videos each in August 2013, down from 146 in December 2012.
All of this is not to say that digital video, which includes viewers through both fixed and mobile devices, is now unpopular in Mexico. Quite the opposite.
Mobile video has been on the rise and it is likely that heavy digital video users are watching more content through their mobile devices and lessening their use of computer based platforms, which would explain the plateau in online video penetration reported by comScore, as well as the drop in the number of videos per viewer.
According to February 2013 Google report “Our Mobile Planet,” only 7% of smartphone users polled in Mexico said they had never watched video on the advanced mobile device, a 12 percentage point drop from 2012. In addition, 75% of those users said they watched mobile video at least on a weekly basis —48% did so every day— in 2013, up from 60% who did so in 2012.