• by Gavin O'Malley  @mp_gavin, June 10, 2008

As a share of users, Stickam, a live webcam chat community, is now the top online video destination among teens 12-17, according to new data from Nielsen Online's VideoCensus online video measurement service.

Among more than two million members, a full 44% of Stickam's community is now made up of 12- to-17-year-olds. Among that age group, music-centric sites Buzznet.com and Atlantic Records followed closely with a 43% share of users each.

VideoCensus--which combines panel and census research methodologies--found that per person, kids consumed more streams than those over 18, and spent more time watching online video from home in April.

Kids ages 2-11 viewed an average of 51 streams and 118 minutes of online video per person during the month, while teens ages 12-17 viewed an average of 74 streams and 132 minutes of online video. Those over age 18 viewed an average of 44 streams and 99 minutes of online video.

The top 10 online video destinations for kids ages 2-11 and teens ages 12-17 demonstrate that kids pursue similar interests both online and off, according to Nielsen.

Younger children gravitate toward sites associated with well-known children's toys and TV programming, while teens go online to watch music videos, movie trailers and clips of other visitors.

"Today's youth don't know--or don't remember--a time when they weren't going online, so their adoption of online video has been seamless," said Michael Pond, senior media analyst, Nielsen Online. "The Web provides another platform for their interest in TV shows, toys, movies and music, and offers an interactive element that children especially enjoy."

Disney Records led online video destinations among kids ages 2-11 when ranked by unique viewer composition percent, with 50%. EverythingGirl.com and MyPets followed with 48% each.

Added Pond, "Among the top sites for the younger demographic we see publishers that are integrating video into games, music and other content to drive engagement with this multimedia generation."