MUMBAI: Online video consumption in lndia has doubled over the past two years, with the number of viewers increasing rapidly at the same time as they watch more videos, a new study has revealed.
The latest Video Metrix report from comScore, the digital measurement company, showed that between March 2011 and March 2013, the number of videos watched increased 99% to a total of 3.7bn per month.
The number of unique viewers was up 69% to 54m and these were, on average, watching 18% more videos, 69 each per month, and spending 28% more time watching them, 431 minutes per month.
"The rapid online video growth we're witnessing in India represents a significant opportunity for both marketers and media companies in India," said Kedar Gavane, Senior Director, comScore India.
"As the Indian online video market begins to realize the value of its existing inventory while continuing its growth in viewers and consumption time, there will be a substantial upside for the key players in this market," he added.
Google Sites, driven primarily by video viewing at YouTube.com, was out in front as the top online video properties with 31.5m unique viewers in March 2013.
Its nearest rival was Facebook with 18.6 million unique viewers, and that in turn was far ahead of the third placed Yahoo! Sites on 8.2m.
The video ad platforms VDOPIA (6.4m viewers) and TubeMogul (5.5m viewers) completed the top five, with comScore noting that these platforms can deliver reach similar to that of the top video content networks.
In terms of total video views, Google Sites recorded a total of nearly 2.1bn, which represented more than half the total online video market in India.
Facebook was a distant second with 150m views, followed by Dailymotion.com on 83m.
Dailymotion also came in second place to Google Sites in terms of viewing times, at nearly one hour per viewer during the month. Time spent viewing on Google Sites was more than four times as much, at 258 minutes.
Another aspect of the increased time spent on video consumption is that advertisers are moving beyond traditional 30-second TV ads when developing online content.
Some, such as Shoppers Stop, the country's largest fashion retail brand, claim to be getting better returns than TV and at a fraction of the cost using internet and video advertising through the brand's YouTube Channel.
Data sourced from Asia Media Journal; additional content by Warc staff