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comScore rolls out extended video reporting in China

comScore has launched its Extended Video offering in China. The new offering delivers programme-level insights into online video consumption, providing granular data into the content viewed, who is watching and viewers’ engagement across the video ecosystem on a weekly and daily basis. This development in China underscores comScore’s continued commitment in delivering robust video measurement solutions to its markets around the world.

“As part of our promise to bring quality, innovative measurement to China, we are excited to introduce extended video reporting to the industry. With the explosive growth of online video programmes in China, it is critical for content owners, publishers, advertisers and agencies to have an even deeper understanding of their audiences and the marketplace. Our latest offering provides granular data and insights into online video consumption at the programme level to help inform better content and advertising decisions,” said Huang Xinyu, Senior Vice President, Managing Director, Greater China at comScore.

“We are so impressed with the comScore Extended Video offering, as it delivers informative, efficient and user-friendly reporting on online video consumption insights. We are looking forward to even more of these programme-level data and insights in future developments of the service,” said Wai Ren, Data Analysis Director, Youku Tudou Inc.

Leveraging comScore’s robust online panel, comScore Extended Video provides weekly and daily insight into consumers’ online video viewing behaviours across a variety of measures, including content (programme level, category/genre level), duration (total minutes, videos per viewer, minutes per video), viewers (unique viewers, percentage reach) and demographics (age, gender, household size, presence of children and city/region). With this reporting, content owners and publishers can better understand their audiences, inventory and competition, while advertisers and agencies can more effectively plan, evaluate and optimise their campaigns to achieve their objectives.

Key findings from data from the week of 30 January 2017 – 5 February 2017 include:
• “三生三世十里桃花” was the top TV drama in terms of both audience scale and total videos. However, despite having the third largest audience, “孤芳不自赏” achieved more than 43 percent more views than “射雕英雄传”, which had a larger audience.
• “三生三世十里桃花” was also the number one TV drama among viewers aged 45+, but only 5th for under 25s. In contrast, the most watched TV drama for under 25s “于成龙” did not make the top 10 for the older demographic.
• Some syndicated TV drama programmes across the web achieved over 4 times as many views as even the most popular exclusive TV drama programmes.