UK Online Video Viewing Up 37 Percent During Past Year‏

If Iceland’s Eyjafjallajokull volcano doesn’t ground my flight, I’ll be flying to London to speak about “Video Optimisation” at the International Search Summit on May 13. It’s a hot topic in the UK, as the latest comScore data shows.

SES London 2008 - YouTube / Google

Image by SESConferenceSeries via Flickr

According to the comScore Video Metrix service, 5.5 billion videos were viewed online in the UK in February 2010, up 37 percent versus the previous year.

And it worth noting that accounted for 99.6 percent of all videos viewed on Google Sites, making Google Videos round off error. Let’s hope that marketers on the other side of the pond aren’t optimising videos with the expectation that they’ll get crawled by a video search engine. YouTube doesn’t crawl websites. So, if you haven’t uploaded your video to YouTube, then virtually no one will find it.

Google Sites grew 17 percent versus a year ago, according to comScore, further solidifying its position as the leading online video viewing property in the U.K., with nearly 2.5 billion videos viewed in February 2010. With 99.6 percent of all videos viewed on the property, this means that 2,467,488,000 videos were viewed on that month.

BBC Sites ranked second with 140 million videos viewed on its sites followed by with 53 million videos.

According to comScore, Facebook ranked as the fastest growing video property in the top 10, surging 205 percent in the past year to 43 million videos viewed. Blinkx was the second fastest, growing 204 percent to nearly 29 million videos viewed. BBC Sites (up 143 percent), ITV sites (up 134 percent) and Sky Sites (up 139 percent) also achieved triple-digit growth rates over the past year.

And all this was before the UK election 2010 got underway in April.

“The U.K. online video market continues to soar and is attracting a greater and greater share of Internet users’ attention,” said Mike Read, SVP and Managing Director, comScore Europe in a press release. “In particular, we’ve seen eyeballs move towards the online channel to watch more long-form, professional video content, such as popular broadcast network TV shows. This trend presents a significant opportunity to advertisers, as comScore research has consistently shown that online video advertising is effective at building brands.”

Get it? Got it? Good.

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