The Growth and Effectiveness of Video continues to Grow

There has been a significant rise in the number of people watching online video content over the past year, latest figures show.

New statistics compiled by comScore reveal that YouTube is head and shoulders above other websites, accounting for 99.6 per cent of all content viewings.

However, Google and BBC sites are also starting to grow in popularity, with the former seeing a 17 per cent increase in traffic over the past 12 months.

BBC sites, on the other hand, had 140 million videos viewed online over the course of the past year.

"The UK online video market continues to soar and is attracting a greater and greater share of internet users' attention," noted Mike Read, senior vice-president and managing director of comScore Europe.

He added that professional video content in particular is proving popular with the viewing public, a trend that has been picked up on by marketers.

Channel 4 proves to be the most popular with youngsters, attracting viewers between the ages of 15 and 24, compared to the BBC with a demographic of 25 to 54-year-olds.

Utalkmarketing.com recently reported that marketers now consider video, more specifically interactive video ads, to be an integral part of their campaigns.

Source: Comscore