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Total Online Video Streams up 41% from Last Year

September 15, 2009

The Nielsen Company today reported overall online video usage and top online brands ranked by video streams for August 2009. Year-over-year, unique viewers, total streams, streams per viewer and time per viewer were up, led by a 41 percent growth in total streams.

Overall Online Video Usage (U.S.)
August 2009 Year-Over-Year Month-Over-Month
Unique Viewers (000) 139,176 18.00% 2.40%
Total Streams (000) 11,363,819 41.00% 1.50%
Streams per Viewer 81.7 19.60% -0.80%
Time per Viewer (min) 204.9 38.60% -3.20%
Source: The Nielsen Company
Top Online Brands ranked by Video Streams for August 2009 (U.S.)
RANK Video Brand Total Streams (000) Unique Viewers (000)
1 YouTube 7,188,638 107,730
2 Hulu 392,545 9,894
3 Yahoo! 226,601 28,402
4 MSN/WindowsLive/Bing 180,603 17,244
5 Nickelodeon Kids and Family Network 158,790 6,376
6 Turner Sports and Entertainment Digital Network 151,606 7,826
7 Fox Interactive Media 149,304 14,823
8 Disney Online 103,992 9,524
9 MTV Networks Music 102,021 6,227
10 Blinkx 94,728 425
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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