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Time Spent Viewing Video Online Up 25% per Viewer

October 13, 2009

The Nielsen Company today reported overall online video usage and top online brands ranked by video streams for September 2009. Year-over-year, unique viewers, total streams, streams per viewer and time per viewer were up, led by 25 percent growths in total streams and time per viewer.

Overall Online Video Usage (U.S.)
Sep-09 Year-Over-Year Month-Over-Month
Unique Viewers (000) 139,334 12.3% 0.1%
Total Streams (000) 11,021,873 24.8% -3.0%
Streams per Viewer 79.1 11.1% -3.2%
Time per Viewer (min) 195.2 24.8% -4.7%
Source: The Nielsen Company

Top Online Brands ranked by Video Streams for September 2009 (U.S.)
RANK Video Brand Total Streams (000) Unique Viewers (000)
1 YouTube 6,688,367 106,180
2 Hulu 437,407 13,519
3 Yahoo! 228,494 30,084
4 MSN/WindowsLive/Bing 180,104 18,109
5 Fox Interactive Media 139,634 14,342
6 Nickelodeon Kids and Family Network 127,654 5,303
7 Turner Sports and Entertainment Digital Network 123,665 6,062
8 MTV Networks Music 116,839 9,647
9 ESPN Digital Network 114,652 9,299
10 Facebook 110,418 23,161
Source: The Nielsen Company



Note: Effective with June 2009 data reporting, Nielsen has made several enhancements to the VideoCensus service, including a panel that is 8 times larger, more granular reporting and improved accuracy and representativeness. These enhancements provide the highest quality data to our clients and the marketplace. For some sites, trending of previously-reported data with current results may show percentage differences attributable to these product enhancements and should only be compared directionally.

VideoCensus Methodology and Metrics:
Nielsen Online’s VideoCensus combines patented panel and census research methodologies to provide an accurate count of viewing activity and engagement along with in-depth demographic reporting. Online video viewing is tracked according to video player, which can be used on site or embedded elsewhere on the Web. For example, if a “Saturday Night Live” clip from NBC.com is embedded on a personal blog, that video would be attributed to NBC because of the NBC video player.

A unique viewer is anyone who viewed a full episode, part of an episode or a program clip during the month. A stream is a program segment. VideoCensus measurement does not include video advertising.

For more insights, download Nielsen reports and webinars, or contact us.
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