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Production / Distribution

Online video use in India doubles over two years

Indians consume twice as much online video now than in March 2011, with 3.7 billion streamed content now viewed each month, according to digital measurement company comScore.

The Internet video audience in India has grown 74% to 54 million, with the average viewer now watching 18% more content and spending 28% more time doing so, says the new Video Metrix report.

"The rapid online video growth we're witnessing in India represents a significant opportunity for both marketers and media companies in India," said Kedar Gavane, senior director, comScore India. "Even in the very mature market of the US, online video has become one of the hottest sectors because of the value marketers place on video ad inventory.

"As the Indian online video market begins to realise the value of its existing inventory while continuing its growth in viewers and consumption time, there will be substantial upside for the key players in this market," he added.

Unique views of online video in a sample group of people aged 15 and above, at home and work across India, showed 69% growth, from 31,944,000 in March 2011 to 54,025,000 in March 2013. ComScore said the numbers of videos watched grew 99% in the same time frame, from 1.86 billion to 3.7 billion.

Audiences averaged at 58.3 videos per viewer in 2011, while 68.7 videos were watched per viewer in March 2013.

Google YouTube was the most viewed video streaming site in India in March 2013, with 31.5 million unique viewers, with Facebook coming in second at 18.6 million. Yahoo! Sites ranked third with 8.2 million, followed by video ad platforms VDOPIA with 6.4 million viewers and TubeMogul with 5.5 million viewers.

Google delivered 2.1 billion total video views – equating to over half of India's total online video market. Facebook was second in the list with 150 million views, with Dailymotion.com coming in third at 83 million.

"While Google Sites also ranked at the top in terms of average viewing time, Dailymotion was a strong No 2 at nearly one hour per viewer during the month," according to comScore.

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