ComScore launches online video measurement tool across Asia Pacific

The first set of results from Video Metrix in Asia Pacific found online video to have the highest penetration rate among internet users in Singapore, but web users in Japan were the most engaged with the medium – with each user spending an average of 753 minutes watching content online during January.

Google, thanks to YouTube, was the most viewed site across all markets apart from China where local site Youku came out on top.

Will Hodgman, ComScore’s executive vice president for Asia-Pacific, said: “Online video viewing has become an essential part of the digital consumer experience in the Asia-Pacific region, with nearly four out of five web users viewing online video each month… As the lines between TV and online video continue to blur, it is increasingly important for marketers to understand these audiences and how to reach them and engage them effectively.”

The Video Metrix service is also running in the US, Canada, the UK, France and Germany.