While the average Canadian online video viewer spent 10 hours viewing videos in February, up 53% from their average viewing time last year, Canada’s high broadband penetration and tech savvy Internet users are among the factors for the growing use of online videos. Research firm comScore released its findings Tuesday, April 21. 

It also says that 21 million Canadians viewed more than 3.1 billion videos online during February 2009.

Google Sites led as the most popular video destination in February with more than 1.6 billion videos viewed (52% share of all videos), and YouTube.com accounting for nearly 99% of videos viewed at the property. 

Here it’s pertinent to say while YouTube is a top online video site in terms of pulling in the crowds from across the world, it has failed to make meaningful money for its owner Google. It’s costing Google $1.65 million a day. (Read: Google’s Expensive Pastime: YouTube).

In Canada, Microsoft Sites, according to comScore, ranked as the second most popular video destination with 55.6 million videos viewed (1.8% share), followed by Yahoo! Sites with 45.7 million videos (1.5% share).  

More than 21 million Canadian viewers, or 88% of the total Canadian Internet population, watched an average of 147 videos per viewer in February. Google Sites attracted the most viewers with 18.2 million watching an average of 89 videos per viewer during the month. Microsoft Sites drew 7.1 million viewers, while Facebook ranked third with 5.8 million viewers.

Other findings:

  • The average online video was 4.1 minutes in length, up nearly 25% from the previous year’s 3.3 minute average.
  • More than 1.6 billion videos were viewed by 18 million viewers on YouTube.com in February, representing nearly 90 videos per viewer.
  • Nearly 88% of the total Canadian Web population viewed online video in February, the highest penetration of the five countries currently reported by comScore Video Metrix (France 82%, Germany 82%, U.K. 81%, U.S. 76%).
  • The average online video viewer in Canada watched 605 minutes of video in the month, the largest amount of time of the five countries reported by comScore Video Metrix (U.K. 540 minutes, Germany 466 minutes, France 390 minutes, U.S. 312 minutes).

Click here for detailed data on Top Canadian Online Video Properties.


About Rakesh Raman

Have extensive editorial, content management, and integrated communications experience and have worked as a senior tech journalist, analyst, and columnist with different newspapers, magazines, and Web/online properties in India.

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