The number of videos viewed online in the UK has shot up 37% year on year in February, to 5.5bn, according to latest figures from ComScore.
YouTube is the most popular online video destination in the UK, with 99.6% of all videos viewed.
Google sites have grown 17% year on year, driven largely by the popularity of YouTube, which generated 2.5bn videos views in February.
BBC sites were the second most popular online video destination with 140m views, followed by Megavideo.com with 53m.
The number of videos watched on Facebook rose 205% in the past year to 43m views, which made it the fastest growing video property in the top ten.
blinkx was the second fastest, growing 204% to nearly 29m videos views. BBC and ITV sites were up 143% and 134% respectively, and Sky sites were up 139%.
ComScore’s report revealed that online video audiences across the main broadcasters varied according to age and gender.
While the BBC’s video audience tends to be men aged between 25 and 54, Channel 4 leans toward the 15-24-year-old age group. The site was visited evenly by men and women, but the latter watched five times more videos than men during February. ITV sites had the least appeal to men and captured a larger proportion of women viewers.
Mike Read, ComScore Europe’s senior VP and MD, said, “The UK online video market continues to soar and is attracting a greater share of internet users’ attention.
“In particular, people are watching more long-form, professional video content, such as broadcast network TV shows,” he added. “This trend presents a significant opportunity to advertisers, as our research has consistently shown that online video advertising is effective at building brands.”