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As elsewhere, YouTube is by far and away the top video property in the UK. In July 2013, Nielsen//NetRatings found that the site saw 19.1 million unique UK visitors. The UK’s BBC iPlayer came in second with about one-quarter as many visitors—4.9 million. But this was still double the number of visitors over the third-place contender, Vube. In addition, Amazon LOVEFILM Instant ranked above Dailymotion, Netflix and Vimeo.
In total, data from Experian Marketing Services put the number of visits to video sites among UK internet users at just above 1 billion in February 2013. That was a 22.7% increase over the number of visitors in February 2012, and indicative of the format’s growing appeal in the country.
eMarketer estimates that the number of UK residents who will watch digital video at least once a month via any device will reach 34.1 million this year. Increases in the number of digital video viewers will be somewhat low, at 5.5% this year, dropping to 2.4% by 2017. But the amount of video these viewers consume will likely rise at a much faster pace.
And with more video viewers and more time spent with video, ad dollars are sure to follow. eMarketer estimates video will remain the fastest-growing digital ad format in the UK throughout the forecast period, with growth of about 50% or more through 2015.
eMarketer further projects total UK digital video ad spending will more than quadruple from £244 million ($387 million) this year to more than £1 billion ($1.65 billion) in 2017.
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