Commentary
Who's Watching What Video Online, And Where
- by Jack Loechner , Staff Writer @mp_research, April 25, 2008
Who's Watching What Video Online, And Where
Results from Nielsen Online's online video measurement tool, VideoCensus, provide a demographic breakdown of the viewers, and a description of destinations, showing that:
Online Video Consumption for February 2008(U.S., Home and Work) | ||
| Jan-08 | Feb-08 |
Unique Viewers (000) | 116,745 | 115,799 |
Total Streams (000) | 5,987,475 | 6,333,326 |
Streams per Viewer | 51.3 | 54.7 |
Time per Viewer (min) | 124.4 | 130.7 |
Source: Nielsen Online, VideoCensus | ||
2.9 billion video streams were viewed at YouTube in February 2008.
Top 10 Video Stream Brands for February 2008 (U.S., Home and Work) | ||
Brand | Total Streams (000) | Unique Viewers (000) |
YouTube | 2,918,799 | 70,222 |
Fox Interactive Media | 405,996 | 21,028 |
Yahoo! | 244,784 | 21,220 |
MSN/Windows Live | 163,812 | 9,323 |
Nickelodeon Kids and Family Network | 155,961 | 5,769 |
122,948 | 18,638 | |
Disney Online | 121,933 | 9,606 |
Turner Entertainment New Media Network | 96,991 | 6,850 |
ESPN | 84,053 | 4,464 |
AOL Media Network | 81,537 | 11,469 |
Source: Nielsen Online, VideoCensus | ||
74% percent of unique viewers of video content on eBay in February 2008 were people aged 55 or older.
Top 10 Online Destinations for Video Consumers 55+, U.S., Home & Work (Minimum 100,000 Unique Viewers) | |||
Brand/Channel | Unique Viewer Composition % | Unique Viewers (000) | Total Streams (000) |
eBay | 74 | 106 | 138 |
SonnyRadio.com | 67 | 177 | 302 |
Voxant Newsroom | 67 | 165 | 383 |
Crackle | 64 | 115 | 1,091 |
TED | 59 | 261 | 493 |
Time Warner Cable | 56 | 335 | 1,280 |
Glam Media | 53 | 125 | 268 |
The Gratitude Campaign | 53 | 152 | 209 |
the Onion | 52 | 202 | 501 |
Multicastmedia.com | 52 | 139 | 404 |
Source: Nielsen Online, VideoCensus | |||
66% percent of unique viewers of video content on Broadcaster were between the ages of 12 and 24.
Top 10 Online Destinations for Video Consumers Age 12-24, U.S., Home & Work (Minimum 100,000 Unique Viewers) | |||
Brand/Channel | Unique Viewer Composition % | Unique Viewer s(000) | Total Streams (000) |
Broadcaster | 66 | 100 | 119 |
Buzznet.com | 65 | 119 | 100 |
Gaia Online | 62 | 140 | 638 |
Warner Bros. Records | 61 | 144 | 116 |
60 | 849 | 208 | |
iMac | 56 | 106 | 138 |
TinyPic.com | 54 | 193 | 144 |
1UP Network | 51 | 124 | 140 |
Funnyjunk.com | 50 | 169 | 100 |
AdultSwim.com Network | 49 | 138 | 849 |
Source: Nielsen Online, VideoCensus | |||
19% percent of unique viewers of video content on GameTap were people with a household income between $0 and $24,999.
Top 10 Online Destinations for Video Consumers with Household Incomes $0-$24,999,U.S., Home & Work Min 100,000 Unique Viewers) | |||
Brand/Channel | Unique Viewer Composition % | Unique Viewers (000) | Total Streams (000) |
GameTap | 19 | 141 | 567 |
Yahoo! TV | 17 | 122 | 236 |
| Universal Music Group Network | 16 | 116 | 267 |
Yuwie | 15 | 102 | 764 |
VH1.com | 14 | 136 | 5,170 |
Buena Vista Online Entertainment | 14 | 227 | 623 |
Musicbox | 14 | 233 | 743 |
Yahoo! Music | 13 | 539 | 9,080 |
MTV.com | 13 | 227 | 14,460 |
ROO | 12 | 161 | 954 |
Source: Nielsen Online, VideoCensus | |||
52% percent of unique viewers of video content on Sky were viewed by
people with a household income of $100,000 or more.
Top 10 Online Destinations for Video Consumers with Household Incomes $100,000+,U.S., Home & Work (Min 100,000 Unique Viewers) | |||
Brand/Channel | Unique Viewer Composition % | Unique Viewers (000) | Total Streams (000) |
Sky | 52 | 153 | 337 |
Geffen Records Network | 46 | 133 | 191 |
MaxPreps Network | 46 | 139 | 397 |
Belo Television | 43 | 267 | 1,315 |
Audi | 42 | 164 | 645 |
Charter Communications | 42 | 140 | 354 |
New York Yankees | 42 | 163 | 269 |
I-am-bored.com | 40 | 108 | 350 |
the Onion | 39 | 151 | 562 |
CNNMoney | 39 | 205 | 9,918 |
Source: Nielsen Online, VideoCensus | |||
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.