Mexico Leads in Latin American Online Video Penetration

3 May, 2011 By: Angelique Flores

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In a study measuring online video viewing in four Latin American markets, Mexico came out on top with hours watched, reach and engagement.

The study from comScore Video Metrix Service measured video viewing habits during March 2011 in Argentina, Brazil, Chile and Mexico.

In the four countries, more than 80% of all online users viewed video content. Mexican viewers spent the most time watching online video at an average of 10.5 hours per viewer during the month.

In the four markets, most videos viewed were short-form videos with an average length of five to six minutes.

“Online video has emerged as one of the fastest-growing digital consumer behaviors in Latin America,” said Alejandro Fosk, comScore SVP of Latin America. “Across a variety of content categories, including entertainment, news and sports, online video is becoming a more integral component. Effectively and efficiently monetizing video content represents an important next step for this developing industry.”

Brazil, which has the largest online population in the region, showed strong results.
The country had the most unique visitors during the month at 35.9 million and the highest number of videos watched at 3.1 billion.

Mexico had the highest percentage in reach of the Internet population, with 87% of its Web population watching a total of 1.9 billion online videos. Brazil’s reach was 86.5%. Mexico had 16.3 million unique visitors.

An average viewer in Argentina, Brazil, Chile and Mexico consumed eight to 11 hours of video content during March 2011.

Mexicans showed the strongest engagement, with an average of 10.5 hours of viewing and an average of 115 videos per viewer. Chileans viewed an average of 8.6 hours and consumed 92 videos per viewer. Brazilians averaged 8.6 hours of viewing and 86 videos per viewer, while Argentines averaged 8.3 hours.
 

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