comScore Launches Online Video Measurement Service in Turkey – comScore, Inc

Facebook Most Popular Online Video Destination in Turkey

Social networking site Facebook is not only among the leading web destinations in Turkey, but it also ranked as the most popular destination for online video with 17 million viewers in February 2011. During the month, viewers watched nearly 792 million videos on Facebook, for an average of 46.6 videos per viewer in February 2011. Google Sites ranked second, largely driven by viewers of YouTube videos, with 15.4 million unique viewers and 690 million videos watched during the month. Dailymotion.com ranked third with nearly 14.9 million unique viewers, followed by the largest Turkish platform Nokta Medya. More than 7 million Turkish internet users watched a total of 43.6 million online videos from Nokta.com.

Top 10 Turkish Online Video Properties*
by Total Unique Viewers (000)
February 2011
Total Turkey, Age 15+ – Home & Work Locations**
Source: comScore Video Metrix
Property Total Unique Viewers(000) Videos (000)
Total Internet : Total Audience 20,203 2,909,891
Facebook.com 16,990 791,846
Google Sites 15,390 690,194
Dailymotion.com 14,883 167,312
Nokta.com Medya 7,088 43,595
Mynet A.S. 6,755 37,049
Vidivodo.com 4,775 17,146
Yahoo! Sites 4,165 14,416
Timsah.com 3,017 11,751
Zapkolik.com 2,925 9,129
Haber365.com 2,674 15,783

*Rankings based on video properties; excludes video server networks. Online video includes both streaming and progressive download video.
**Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs

“Online video viewing has become an essential part of the digital consumer experience in Turkey with 9 out of 10 internet users consuming video content every month,” said Mike Read, senior vice president and managing director, comScore Europe. “Despite its high user penetration, online video remains a relatively nascent industry with continued growth potential as consumers begin to shift from primarily short-form user generated content to long-form professionally-produced content.”

Young Audience Shows Highest Engagement with Online Video

In February 2011, 89 percent of the Turkish online population consumed online video and watched an average of 144 videos per person totaling 14.8 hours of viewing time during the month. Online video engagement, however, showed significant differences by age and gender. Males between the ages of 15-24 viewed 200 videos each, accounting for an average of 20.8 hours of online video viewing during the month, while females in this age group viewed just 12 hours and watched 122.5 videos on average. Online video appealed least to females over 55 years of age, who only spent 8.4 hours watching 91.1 videos per viewer during the month.

Demographic Profile of Online Video Viewers in Turkey
February 2011
Total Turkey, Age 15+ – Home & Work Locations
Source: comScore Video Metrix
Target Audience Total Internet
Videos per Viewer Hours per Viewer
Total Audience 144.0 14.8
All Males 164.0 17.1
All Females 114.1 11.3
Males – Age    
Male: 15-24 200.2 20.8
Males: 25-34 159.5 17.0
Males: 35-44 128.0 12.7
Male: 45-54 120.7 12.5
Male: 55+ 102.1 11.6
Females – Age    
Female: 15-24 122.5 12.0
Females: 25-34 105.1 11.0
Females: 35-44 113.9 10.9
Female: 45-54 110.1 10.3
Female: 55+ 91.1 8.4

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