Commentary
Laptops Boost Online Video Viewing; More Shows, More Time
- by Jack Loechner , Staff Writer @mp_research, March 17, 2011
Overall Online Video Usage (U.S.) | |||
| Jan. 2011 | Year-Over-Year | Month-Over-Month |
Unique Viewers (000) | 143,930 | 3.1% | 1.8% |
Total Streams (000) | 14,547,673 | 31.5% | 6.1% |
Streams per Viewer | 101.1 | 27.5% | 4.2% |
Time per Viewer (min) | 279 | 44.5% | 8.4% |
Source: The Nielsen Company, March 2011 | |||
Newcomers to the top 10 most popular U.S. video brands with music and entertainment are VEVO and Netflix entering at #3 and #9, respectively. A relatively new site, VEVO had with over 32 million unique video viewers during January, fewer than 100,000 viewers behind Facebook.
MSN/Windows Live/Bing was the fastest-growing video brand month-over-month, increasing 26.1%. Netflix also saw gains in video viewers, increasing 15.6% from December 2010.
Top Online Video Brands by Unique Viewers (January 2011, U.S.) | ||
Video Brand | Unique Viewers (000) | MOM % Change in Viewers |
YouTube | 112,764 | -0.8% |
32,328 | 2.0% | |
VEVO | 32,230 | N/A |
Yahoo! | 25,511 | 2.5% |
MSN/WindowsLive/Bing | 17,285 | 26.1% |
Hulu | 11,924 | -4.9% |
The CollegeHumor Network | 10,020 | -2.4% |
AOL Media Network | 9,236 | -4.5% |
Fox Interactive Media | 7,597 | 1.6% |
Netflix | 7,394 | 15.6% |
Source: The Nielsen Company, March 2011 (e.g. During January 2011, 112.8 million unique U.S. viewers watched video content on YouTube using PC/Mac/laptops from home and work locations) | ||
Among the ten most heavily used brands in January, YouTube continues to hold the top position with 10 times the number of streams than its closest rival, Hulu. MTV Networks Music, Netflix, and MSN/Windows Live/Bing show the strongest month-over-month growth in streams.
Top Online Video Brands by Total Streams (January 2011, U.S.) | ||
Video Brand | Total Streams (000) | MOM % Change in Streams |
YouTube | 8,460,419 | -2.6% |
Hulu | 813,169 | 3.3% |
VEVO | 346,764 | N/A |
MSN/WindowsLive/Bing | 246,675 | 36.3% |
Netflix | 200,223 | 37.5% |
Yahoo! | 186,606 | 7.6% |
159,075 | -1.5% | |
Nickelodeon Family & Parents | 136,555 | 7.4% |
Megavideo | 135,925 | 4.2% |
MTV Networks Music | 133,535 | 79.1% |
Source: The Nielsen Company, March 2011 (e.g. During January 2011, 8.5 billion videos were streamed on YouTube) | ||
Measured by time spent, Netflix was the top destination as the average U.S. video viewer spent over 11 hours watching video on the site from home and work locations.
Similar to overall video usage in January, 7 of the 10 most engaging video brands also saw double-digit increases in average time per viewer. U.S. video viewers nearly doubled their time spent viewing video on Veoh, spending 2 hours, 16 minutes on average in January.
Top Online Video Brands by Time per Viewer (January 2011, U.S.; 250K Unique Viewer Minimum) | ||
Video Brand | Time per Viewer (hh:mm) | MOM % Change in Time |
Netflix | 11:08 | 22.9% |
Tudou.com | 6:30 | 17.4% |
Hulu | 5:35 | 13.9% |
Megavideo | 3:39 | 15.6% |
StageVU | 2:52 | -65.9% |
Justin.tv | 2:33 | 55.5% |
YouTube | 2:23 | -3.0% |
Veoh | 2:16 | 99.7% |
Nickelodeon Family & Parents | 2:06 | 11.5% |
Cwtv.com | 1:44 | -38.3% |
Source: The Nielsen Company, March 2011 (e.g. During January 2011, the average U.S. video viewers spent 11 hours, 8 minutes watching video content on Netflix) | ||
For additional information from The Nielsen Company, please visit here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.