Commentary
YouTube Is Video Streamers' Choice, By Far
- by Jack Loechner , Staff Writer @mp_research, June 19, 2009
Overall Online Video Usage (U.S.) | |||
| May-09 | % Change Year-Over-Year | % Change Month-Over-Month |
Unique Viewers (000) | 133,797 | 12.8 | 14.7 |
Total Streams (000) | 10,043,049 | 34.8 | 6.2 |
Streams per Viewer | 75.1 | 19.6 | -7.3 |
Time per Viewer (min) | 188.7 | 48.9 | -8.3 |
Source: Nielsen Online, VideoCensus, June 2009 (Includes progressive downloads and excludes video advertising) | |||
Online Web Brands ranked by Video Streams for May 2009 (U.S.) | ||
Video Brand | Total Streams(000) | Unique Viewers (000) |
YouTube | 6,048,666 | 95,357 |
Hulu | 382,322 | 10,106 |
Yahoo! | 208,202 | 25,224 |
Fox Interactive Media | 190,135 | 16,029 |
ABC.COM | 175,102 | 6,309 |
Nickelodeon Kids and Family Network | 153,414 | 5,699 |
MSN/Windows Live | 148,358 | 12,454 |
Turner Sports and Entertainment Digital Network | 141,350 | 6,848 |
MTV Networks Music | 126,929 | 6,733 |
CBS Entertainment Network | 98,228 | 6,647 |
Source: Nielsen Online, VideoCensus, June 2009 (Includes progressive downloads and excludes video advertising) | ||
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 information, please visit Nielsen-Online here or the Nielsen-Online blog here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.
What I found interesting is each platform's stickiness (e.g. how often does a unique viewer return). When you run the Average # of Streams Per Unique Viewer, here's what happens.
Expectedly, YouTube and Hulu have the best level of returns and loyalty.
ABC.COM, Nickelodeon Kids and Family Network and Turner Sports and Entertainment Digital Network, despite their smaller absolute # of viewers, actually bump up in importance in my book.
And, MSN/Windows Live, Fox Interactive Media and Yahoo! become a lot less appealing if I were a client.
I know it's just back of the envelope math, but interesting and valuable nonetheless.
How better would this look for Hulu if Length Of Session was incorporated into the picture?
It's also interesting to look at the increase in total minutes spent watching online video. Since there is an increase in the number of viewers and an increase in the number of minutes per viewer, total online minutes of video viewing grew by a very impressive 68 per cent, year over year. My calculation is at http://neilsanderson.com/?p=637