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 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, says "... as demonstrated by YouTube's top spot month after month, short form... video has ruled streaming on the Web. Hulu, Veoh and the
TV networks have spent... two years... 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 Online 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 viewing per viewer for the overall market, which increased 16% over the same 6-month period.
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 Online VideoCensus, May 2009 |
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.
"... Advertisers are paying attention," said Gibs They see long-form video sites... as a safe bet for online
advertising, recognizing that their key audiences are... more willing to sit through an online advertisement... much as they do with the TV."
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 Online VideoCensus, May 2009 |
Helping to drive the impressive growth for Hulu are unique viewers
between 35 and 49, who in April represented 30% of total Hulu viewers. They also spent more time on the site than any other age group, with an average of 416 minutes spent viewing per viewer
during the month, 10% 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%.
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 Online VideoCensus, May 2009 |
Gibbs concludes that
"... Hulu's aggressive marketing campaign, starting with their first TV ad at the Superbowl... (has) given them a bounce that they haven't yet fallen from."
For
additional information, please review the PDF file here.