Jon Gibs, vice president, media & analytics, Nielsen Online, said "Historically short form, clip-length video has ruled streaming on the Web... Hulu, along with pure-play providers... have spent the past two years trying to convince consumers that the Internet can be a good place to watch full length programming... April's strong showings... suggest that consumers are beginning to listen."
Top Online Video Brands by Total Streams (April 2009 U.S., Home and Work) | ||||
Video Brand | Apr-09 Total Streams (000) | Month-over-Month % Change | Year-over-Year % Change | Share of Streams |
Overall Online Video Usage | 9,452,996 | -2.3% | 24.2% | 100.0% |
YouTube | 5,490,204 | 0.2% | 35.5% | 58.1% |
Hulu | 373,290 | 7.1% | 490.4% | 3.9% |
Yahoo! | 203,628 | -12.2% | -8.1% | 2.2% |
Fox Interactive Media | 201,362 | -3.0% | -38.8% | 2.1% |
Nickelodeon Kids and Family Network | 175,917 | -10.3% | 15.9% | 1.9% |
MSN/Windows Live | 164,422 | -2.7% | 9.8% | 1.7% |
ABC.COM | 148,830 | -15.9% | 144.8% | 1.6% |
MTV Networks Music | 143,356 | 15.7% | 359.6% | 1.5% |
Turner Sports and Entertainment Digital Network | 130,559 | -5.1% | 60.0% | 1.4% |
CNN Digital Network | 112,469 | 8.7% | 32.7% | 1.2% |
Source: Nielsen VideoCensus May 2009 Note: Includes progressive downloads and excludes video advertising. |
In April, people between the ages of 35 and 49, were the fastest growing demographic in time spent viewing per viewer, increasing 29% during the past six months. This was 13 percentage points higher than the growth of time spent per viewer for the overall market, which increased 16 percent over the same period.
Gibs added, "... it is not the young, tech-savvy, early-adopters who are attracted to long-form video... the older crowd, viewers 35+... gravitate toward longform video... . "And advertisers are paying attention... recognizing that their key audiences... are more willing to sit through an online advertisement... much as they do with the TV."
Growth in Time Spent Viewing per Viewer over the Past 6-Months (Demographic Group U.S., Home and Work) | |||
| Nov-08 Time per Viewer (minutes) | Apr-09 Time per Viewer (minutes) | % Change Over 6 Months |
Total | 178 | 206 | 16% |
Male | 209 | 249 | 19% |
Female | 151 | 170 | 12% |
2 - 11 | 113 | 116 | 3% |
12 - 17 | 178 | 190 | 7% |
18 - 24 | 303 | 349 | 15% |
25 - 34 | 253 | 296 | 17% |
35 - 49 | 187 | 243 | 29% |
50 - 64 | 122 | 139 | 14% |
65+ | 67 | 81 | 21% |
Source: Nielsen VideoCensus |
In April 2009, three of the top five sites-Hulu, ABC.com and NBC.com-ranked by time spent viewing among people 35 to 49 were sites with long-form video. Compared to six months ago, only one of the top five was a long-form video viewing destination.
Top 5 Sites for People Aged 35-49 Ranked by Time Spent Viewing (April 2009 and November 2008, U.S., Home and Work) | |||
Nov-08 | Apr-09 | ||
Site | Time Spent Viewing (000) | Site | Time Spent Viewing (000) |
YouTube | 2,740,328 | YouTube | 2,983,430 |
Hulu | 372,407 | Hulu | 933,252 |
Megavideo | 225,325 | ABC.COM | 313,483 |
CNN Digital Network | 153,705 | NBC.com | 215,302 |
Nickelodeon Kids and Family Network | 143,086 | CNN Digital Network | 187,471 |
Source: Nielsen VideoCensus |
Since its inception as a joint-venture between NBC and News Corp, Hulu has experienced meteoric growth in all aspects of video viewing, especially in time spent.
Helping to drive this impressive growth for Hulu are unique viewers between 35 and 49, who in April, spent more time on the site than any other age group, 10 percent more than any other demographic group on Hulu. During the past six months, time spent per viewer for the 35 to 49 demographic group has increased 154 percent.
Growth in Time Spent Viewing per Viewer over the Past 6-Months for Hulu (U.S.,Home and Work) | |||
Age Group | Nov-08 Time perViewer (min) | Apr-09 Time per Viewer(min) | % Change Over 6 Months |
2 - 11 | 50 | 122 | 143% |
12 - 17 | 78 | 129 | 65% |
18 - 24 | 151 | 379 | 151% |
25 - 34 | 237 | 353 | 49% |
35 - 49 | 164 | 416 | 154% |
50 - 64 | 100 | 284 | 184% |
65+ | 27 | 151 | 232% |
Source: Nielsen VideoCensus |
To read more about the report in PDF format, please visit Nielsen Online here.