The online video market is seeing significant expansion in the UK.This is according to research firm comScore, which has released statistics suggesting that marketers can now benefit from better advertising opportunities as a result of an increase in the number of people viewing online videos.
It said that 87 per cent of the total UK online population viewed a video over the internet in December, equivalent to nearly 28.7 million people.
Just over three million videos in total were viewed by these web users during the month, with each viewer watching about 108 clips on average.
Google sites were found to be the most popular among web users in all countries for online video viewing, with websites owned by the BBC, Microsoft and Yahoo! also proving to be among the most common sources of internet clips for UK web users.
Internationally, Canada saw the highest proportion of its online population view an online video in December, although the US had the highest number of unique viewers at nearly 124.4 million.
"Recent years have seen an explosion in online video viewing, not just in the US but globally, representing a robust online advertising opportunity for marketers," commented Jack Flanagan, executive vice president of comScore.
A growing number of online properties are expanding into internet videos as their popularity increases, with Yahoo!-owned photo-sharing site Flickr most recently adding the capability to upload video clips for certain paying members and to view them for all registered users.
