comScore And CTAM/Nielsen Focus On Web Video
comScore's Video Metrix report for May said that nearly 75% of U.S. Internet users watched an average of 158 minutes of online video during the month. They viewed more than 8.3 billion video streams, and Google Sites, thanks to YouTube, repeated as the top streaming property, with 21.5% of the total and 1.8 billion streams (1.7 billion from YouTube). Fox Interactive Media ranked second with 680 million streams (8.1%), followed by Yahoo Sites with 387 million (4.6%).
The Cable & Telecommunications Association for Marketing (CTAM), meanwhile, released the results of a six-month comprehensive Nielsen study, "A Barometer of Broadband Content and Its Users." The study, commissioned by CTAM, was conducted by both Nielsen Entertainment and NielsenConnect, and using analysis of data from across the research company--including the Nielsen//NetRatings MegaPanel and NetViews services, interviews in the Nielsen Entertainment digital lab, and a "fusion" of quantitative online survey data with television viewing data from Nielsen Media Research's National People Meter sample.
The main conclusion: although viewing of online video had reached 63% of U.S. Internet viewers by the study's end in March, the trend had little impact on traditional TV viewing.
The results included:
Online video added to overall video viewing more frequently than it replaced traditional television viewing in the home, representing a net audience gain to total television viewing: 33% said watching broadband video increased their television viewing time, while only 13% said it decreased their traditional viewing.Some 32 million lighter broadband video users (out of 81 million total) said they were open to more TV programs via the Internet. Furthermore, CTAM and Nielsen said, consumers indicated that greater awareness of where to find the videos they're seeking, better navigation interfaces, and the increased availability of more high-profile programs online could significantly drive future broadband video content use.
Widespread consumer use of broadband video was found likely to be contingent on the content becoming more easily accessible via home television sets. At that point, consumers said that Internet video fare could become another source for content on demand.
Broadband video dominated "top brands," with ABC.com the leader in broadband viewer visits to TV network Web sites, and Yahoo Movies leading in the movies category.
ABC.com ranked seventh in comScore's list of top U.S. streaming video properties in May, behind such other TV-related properties as Fox at #2, Viacom at #4, and Time Warner at #5. Sister Disney-owned properties Disney and ESPN ranked #8 and #9, with NBC Universal in 10th place.
Recent Online Media Daily Articles
-
FTC's Ohlhausen Questions Privacy Recommendations May 21, 6:05 p.m.
The Federal Trade Commission's 2012 privacy recommendations could unintentionally disadvantage smaller online ad companies, Commissioner Maureen ... -
Subway's Comedy Promotes Brand, Content Strategy May 21, 2:43 p.m.
Setting a new bar for brands and their programming aspirations, Subway’s scripted comedy series, "The 4 ... -
Future of Social, Digital Shops In Doubt May 21, 1:48 p.m.
Companies talk a lot about fully integrated marketing strategies. One result may be the demise of ... -
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ...
Be the first to comment on "comScore And CTAM/Nielsen Focus On Web Video "
Leave a Comment