Italy’s online video audience grew by 8.3 percent from July to December 2011, making it the fastest growing market in EU5 (France, Germany, Italy, Spain and UK). Spain had the second highest growth rate (5 percent), followed by France with an increase in online video viewers of 4.3 percent. Despite the fact that Spain had the least monthly viewers, online video reached 86.5 percent of the total internet audience in December, the second highest penetration level in EU5. France had the highest reach with 86.7 percent of internet users consuming online video during December 2011.
When looking at the number of unique viewers, Germany was the largest market with 43 million people watching online video, a 1.1 percent increase since July 2011. The UK had the most engaged audience, with 34.8 million viewers (2.8 percent increase) spending an average of 30.2 hours per viewer watching videos during December 2011.