According to a recent release by Nielsen, online video usage in the U.S. is up considerably from the same time last year, as time spent viewing video on PC/Mac/laptops from home and work locations
increased by 45%. Although the number of unique online video viewers only increased by 3.1% from last January, level of activity was up as viewers streamed 28% more video and spent 45% more time
watching. Total video streams also saw significant year-over-year growth, up 31.5% to 14.5 billion streams.
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% |
Facebook | 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% |
Facebook | 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.