Applications
comScore expands online video measurement service to Australia, China
MUMBAI: comScore, which measures the digital world, has announced the launch of comScore Video Metrix in the Asia-Pacific marketplace.
comScore’s video measurement product is now available in Australia, China, Hong Kong, Japan, Malaysia and Singapore, in addition to the five markets where the service is already available – US, Canada, UK, France and Germany.
Singapore posts highest video penetration: In each of the Asia-Pacific video markets, more than 80 per cent of home and work Internet users (age 15 and older) viewed online video during the month of January. China had the largest video-viewing audience with 199 million unique viewers, who viewed a total of 10.3 billion videos in January.
Japan ranked second with 60.4 million viewers and posted the strongest user engagement with an average of more than 12.5 hours of video viewing per viewer. More than 10.6 million Australians viewed 934 million videos during the month, ranking Australia as the third largest video market in Asia-Pac.
Despite having smaller overall video viewing audiences, Singapore (87.6 per cent) and Hong Kong (87.4 per cent) boasted the highest penetration of video viewers among their respective Internet populations. Both markets also exhibited high engagement with viewers averaging more than 10 hours of online video during the month.
YouTube makes Google sites top video property: Google sites, driven predominantly by video viewership at YouTube.com, was the top video destination according to the number of videos viewed in all markets except China, which was led by three local Chinese video properties – Youku, Tudou Sites and 56.com.
In Japan, Google sites ranked first, followed by local property Dwango (which includes Nicovideo.jp) and NTT Group (which includes OCN.ne.jp). In Australia, Microsoft sites captured the number two spot, followed by Facebook.com.
Facebook.com ranked among the top three video properties in Malaysia, Australia and Singapore, while Tudou Sites ranked second in China, Hong Kong and Singapore.
Applications
Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
