MADRID: New figures from the recently launched comScore Video Metrix show the rising popularity of online video among Spanish web users.

According to the March 2011 data, 82.1% of Spanish internet users - 19.3 million people - watched three billion online videos during the month, a 1.4% increase from when the same study was taken in January.

The typical viewer watched an average of 36 minutes of online video a day, up 17% from the previous report.

Jaime Agullo, comScore Iberia's director general, said: "The online video continues to grow apace."

Google, owner of YouTube, topped the rankings as Spain's most-popular online video provider, accounting for 16.9 million viewers watching 1.2 billion videos in March.

Vevo, which specialises in music videos, was the second most popular site with 24.9 million videos watched by 4.4 million viewers.

Facebook and Microsoft Sites were ranked third and fourth with 4.0 and 3.9 million viewers each respectively.

RTVE.ES, the top Spanish brand, was in tenth place with 2.4 million viewers.

But the firm achieved the highest viewer engagement by a significant margin at 240 minutes per viewer.

Google sites were in second place on this metric at just over 215 minutes.

Agullo attributed the top ranking of RTVE.ES on engagement to the channel's association with long-form audio visual content. Other mainstream media sites, he added, tend to host far shorter videos.

Although online video coverage was evenly split between the sexes, men watched more videos per viewer with an average of 185.7 compared with 118 for women.

The majority of viewers, some 4.5 million people, were aged between 25-34.

But those in the 15-24 age group watched the highest number of online videos per capita at 185.

With online video viewers currently representing 82.1% of Spanish internet users, in advertising terms this would equate to 7.8 GRPs.

Data sourced from comScore; additional content by Warc staff