 CHILE | ONLINE CONTENT |
|
|
| Chile: Most Engaged Online Video Market in Latin America |
|
comScore published its annual report on online video viewing trends in Chile -social networks, online video streaming, mobile and search engines- and how this could change the region's digital future.
|
9 in 10 Chilean web surfers tune in to online video, according to comScore's latest study, causing the country's viewing audience to grow 11% from 2010.
"Online video consumption in Chile has grown immensely in the past year, fueled by an increase in content options available to consumers," said Rodrigo Daie, comScore country manager for Chile.
"In recent years, we have seen online video evolve from a purely user-generated content venue to a channel where professionally produced, long-form content is now widely available. This expansion of video content brings tremendous potential to advertisers that are looking to reach their key audiences during this highly-engaging online activity."
|
|
|
|
During the last year, online video streaming has become ever so popular in Chileans' daily digital lives. According to the report, in May 2012, nearly 6.8 million people (15 and older) watched online video in Chile; 11% more than the previous year. In addition, 91% of the country's online population took part in this activity.
The report also states those 6.8 million viewers watched a total of 1.2 billion videos in May: 77% increase from the previous year.
CONSUMPTION HABITS
According to comScore, this increase in online video viewing is driven mainly by a higher number of videos watched per viewer. "Chileans watched an average of 176 videos per viewer during the month, an increase of 60 percent in the past year, to rank as the most engaged online video population in the region compared to Argentina (132 videos per viewer), Mexico (168 videos per viewer) and Brazil (150 videos per viewer)."
The report also analyzed video consumption among various demographic segments, and found that males and younger people were the most active online video viewers. In May, males watched an average of 219 videos per viewer, while females watched 130 videos per viewer by comparison. Viewers age 15 to 24 watched the most videos (28.1% of the total viewing audience and an average consumption of 217 videos during the month).
ONGOING DEBATES
This results further encourage the strategy embraced by several programmers in the region, seeking to benefit from this current scenario. Still, while these strategies include distributing content through several windows, mobile devices and VOD platforms; the broadcasting rights' situation is still something to be discussed, since the new business model could affect the programmers' business and stability. All that's left to do now is find a way for new platforms and consumption habits to benefit all parties.
|
|
 |
|
Where Everything Grows
