Recent figures from the web metrics firm comScore showed that the count of the videos watched over the web in UK jumped impressively by around 47 percent to a whopping 4.7 billion videos over the period of a year.
The company released stats for video viewing in the UK for the period of one year between April last year and April 2009, showing the recent trends in the internet-based video viewing.
As per the data released, Google-owned websites, including YouTube, are still dominating the sphere and reported an incredible 58 percent rise in the number of videos users watched, followed by BBC’s websites, including the popular iPlayer service, with 67 percent growth, and ITV’s sites, which saw 102 percent growth in video viewing from its platform.
Although the exact traffic volumes on these video platforms couldn’t be calculated, but the data released by the company could prove to be beneficial for the online advertising community, which could now decide upon the lucrative platforms to place their advertising content.
This rise of almost 50 percent within a year’s time is noticeable and will eventually necessitate the internet service providers (ISPs) to pour in huge investments in order to upgrade their networks to let users have seamless accessibility of online videos.
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The surging video consumption in the UK is putting immense strain on the internet infrastructure if ISPs are to be believed. Furthermore, unlike traditional broadcasting, each added user will actually increase the cost of delivering the content and while advertising might subsidise the cost, this strategy has its limits.