• Mediaweek, Thursday, December 18, 2008 12:01 PM

Daytime is the Internet's primetime, says Mediaweek's Mike Shields, citing a new report from Nielsen Online. During the traditional 9-5 work week, 65% of online video viewers streamed at least one piece of content in October, according to the report, versus 51% of viewers who did so on weekends from 6 a.m. to 8 p.m..

Among those at-work viewers, 96% had access to a broadband connection. The third most popular daypart after weekdays and weekends occurs Monday through Friday from 5 to 8 p.m.. Meanwhile, 43% of viewers consumed video during prime-time TV hours, Monday through Friday from 8 to 11 p.m..

Overall online video consumption seems to have plateaued. Nielsen Online's VideoCensus report claims that in October, the number of total viewers dropped slightly to 120,711 million uniques from 124,023 million uniques in September. However, time spent per user grew 10%, from 156.4 average minutes in September to 171.7 in October.

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