Viewers 35+ Drive Long-Form Video Streaming

According to Nielsen Online, YouTube continued to rank as the No. 1 video Web brand with 5.5 billion total streams in April. Meanwhile, Hulu continued its explosive growth, increasing 490 percent in total streams year-over-year, from 63.2 million in April 2008 to 373.3 million in April 2009, making it the fastest growing brand among the top 10

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.

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