(5 April 2010 6:00 pm)

MUMBAI: comScore, which measures the digital world, has announced the launch of comScore Video Metrix in the Asia-Pacific marketplace.

comScore’s video measurement product is now available in Australia, China, Hong Kong, Japan, Malaysia and Singapore, in addition to the five markets where the service is already available - US, Canada, UK, France and Germany.

Japan ranked second with 60.4 million viewers and posted the strongest user engagement with an average of more than 12.5 hours of video viewing per viewer. More than 10.6 million Australians viewed 934 million videos during the month, ranking Australia as the third largest video market in Asia-Pac.

Despite having smaller overall video viewing audiences, Singapore (87.6 per cent) and Hong Kong (87.4 per cent) boasted the highest penetration of video viewers among their respective Internet populations. Both markets also exhibited high engagement with viewers averaging more than 10 hours of online video during the month.

YouTube makes Google sites top video property: Google sites, driven predominantly by video viewership at YouTube.com, was the top video destination according to the number of videos viewed in all markets except China, which was led by three local Chinese video properties - Youku, Tudou Sites and 56.com.

In Japan, Google sites ranked first, followed by local property Dwango (which includes Nicovideo.jp) and NTT Group (which includes OCN.ne.jp). In Australia, Microsoft sites captured the number two spot, followed by Facebook.com.

Facebook.com ranked among the top three video properties in Malaysia, Australia and Singapore, while Tudou Sites ranked second in China, Hong Kong and Singapore.