comScore: 37m Brits turn to YouTube

In the UK some 37.1 million adults watched an average of 311 videos each on YouTube during July, according to comScore stats.

The Video Metrix Multi-Platform study (VMX MP) – which claims to deliver a single, unduplicated measure of digital video consumption across devices – claims that 11.6 billion videos were watched on YouTube in total during the month.

The study of UK adults aged 18 and over said that 79% of YouTube videos were consumed on a mobile device and that 74% of viewing time was on a mobile. The average viewing time was 3.7 minutes per video.

ComScore found that the gender divide between YouTube viewers was equally split 49% female and 51% male – but that viewing skewed towards younger viewers.

People aged 18-35 accounted for 53% of all minutes and 56% of all videos viewed in the month.

The share of videos by age breaks was 23% among 18-24 year-olds, 33% by 25-34 year-olds and 24% by 35-44 year-olds. People aged 45-54 watched 12% of videos and those aged over 55 just 8%, according to the stats.

The average number of YouTube videos watched per viewer also decreased with age. In the month people aged 18-24 watched a massive 486.6 videos each on average, compared to 96 videos per viewer among those aged 55 and over.

“It’s not surprising to hear that YouTube is oftentimes a daily destination for most millennials,” said the report.

“UKOM approved YouTube data from comScore, showcased that 11.6 billion videos were watched on the platform and 79% of videos were consumed on a mobile device in July 2017.”

UK Online Measurement Company (UKOM) is an industry governed, multi-platform audience measurement that recently endorsed comScore’s VMX MP product.