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More Adults Online, But Kids Consuming More Content

More Adults Online, But Kids Consuming More Content

Nielsen Online recently announced that per person, kids consumed more streams than those over 18, and spent more time watching online video from home. Kids 2-11 viewed an average of 51 streams and 118 minutes of online video per person during the month, while teens 12-17 viewed an average of 74 streams and 132 minutes of online video.

Monthly Online Video Consumption among Kids, Teens and Adults (U.S., Home Only, April 2008)

Age

Unique Viewers (000)

Unique Viewer Comp %

Streams per Viewer

Min per Viewer

2-11

7,966

8.4

51.0

117.9

12-17

11,632

12.3

74.2

132.4

18+

75,122

79.3

44.3

99.4

Source: Nielsen Online, VideoCensus, June 2008

Michael Pond, senior media analyst, Nielsen Online, says "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...  the ‘at home' data show how kids and teens are driving usage... "

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

Disney Records led online video destinations among kids 2-11 when ranked by unique viewer composition percent, followed by EverythingGirl.com and MyePets.

The Web provides another platform for their interest in TV shows, toys, movies and music, and offers an interactive element that children especially enjoy.

Top 10 Online Video Destinations: Age 2-11 (U.S., Home, April 2008)

Brand/Channel

Unique Viewer Composition %

2-11 Unique Viewers (000)

Disney Records

49.6

179

EverythingGirl.com

48.0

161

MyePets

47.6

161

JETIX

46.9

159

Playhouse Disney

43.9

340

PBS Kids

43.1

281

LEGO

40.9

137

NickJr

39.6

718

Barbie

39.6

105

Nick

39.3

1,009

Source: Nielsen Online, VideoCensus, June 2008

Stickam was the top online video destination among teens 12-17, who accounted for 44 percent of that site's unique viewers, followed by Buzznet.com and Atlantic Records, with 43 percent each.

Top 10 Online Video Destinations: Age 12-17 (U.S., Home, April 2008)

Brand/Channel

Unique Viewer Composition %

12-17 Unique Viewers (000)

Stickam

44.3

106

Buzznet.com

42.9

310

Atlantic Records

42.7

273

Epic Records

41.5

180

bebo

40.2

114

Funnyjunk.com

40.1

123

NABBR

37.4

1,336

GamesRadar

34.6

180

Paramount Films

33.8

198

Photobucket

30.7

767

Source: Nielsen Online, VideoCensus, June 2008

TOP ONLINE VIDEO DESTINATIONS FOR KIDS AND TEENS BY AUDIENCE SIZE

Top 10 Online Video Destinations: Age 2-11 (U.S., Home)

Brand/Channel

2-11 Unique Viewers (000)

2-11 Total Streams (000)

YouTube

4,129

252,405

DisneyChannel.com

1,324

11,843

Nick

1,009

16,366

Disney.com

842

4,926

Myspace.com

827

13,689

NickJr

718

18,619

Buena Vista Online Entertainment

455

1,301

Cartoon Network

431

9,096

Playhouse Disney

340

1,983

Google Video

323

1,080

Source: Nielsen Online, VideoCensus, June 2008

  

Top 10 Online Video Destinations: Age 12-17 (U.S., Home, April 2008)

Brand/Channel

12-17 Unique Viewers (000)

12-17 Total Streams (000)

YouTube

8,916

609,981

Myspace.com

3,493

62,810

NABBR

1,336

6,207

Google Video

839

4,925

Photobucket

767

1,597

Apple

548

1,820

DisneyChannel.com

444

3,687

Veoh

415

8,263

Metacafe

372

1,936

Facebook

360

1,132

Source: Nielsen Online, VideoCensus, June 2008

 

Overall Online Video Consumption for April 2008 (U.S., Home, Work)

  

Apr-08

Mar-08

% Change

Unique Viewers (000)

119,626

115,366

3.7%

Total Streams (000)

7,613,847

6,967,963

9.3%

Streams per Viewer

63.6

60.4

5.3%

Time per Viewer (min)

142.8

137.3

4.0%

Source: Nielsen Online, VideoCensus June, 2008 (Excludes video advertising; includes both streaming and progressive downloads.)

 

Top 10 Brands by Video Streams for April 2008 (U.S., Home, Work)

Video Brand

Total Streams (000)

Unique Viewers (000)

YouTube

4,052,984

73,537

Fox Interactive Media

328,974

20,855

Yahoo!

221,600

22,179

Nickelodeon Kids and Family Network

151,828

6,323

MSN/Windows Live

149,684

9,873

ESPN

125,327

5,477

Disney Online

93,649

7,219

CNN Digital Network

84,782

5,681

Turner Entertainment New Media Network

81,586

6,513

hulu

63,228

2,428

Source: Nielsen Online, VideoCensus, June 2008(Excludes video advertising; includes both streaming and progressive downloads.)

 For more information, please visit Nielsen here.

 

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