Online video views up 37 percent in UK

Online video views in the UK are up 37%, climbing from 4 billion to 5.5 billion views, according to comScore’s latest video matrix report.

YouTube continues to be a chief driver, with Google sites overall up 17%, though comScore has noticed a trend towards longer format video viewing in the UK, something also seen in the US, with views of BBC sites, for example, up 143% on last year.

“In particular, we’ve seen eyeballs move towards the online channel to watch more long-form, professional video content, such as popular broadcast network TV shows” says comScore director Mike Read.

Some marketers are keen to exploit the growth in video viewing, Reckitt Benckiser, owner of brands including Nurofen, Finish & Calgon is doubling spend on online video to $40 million this year, according to a report in Ad Age.