Nielsen Online says with a 96 percent broadband penetration among at-work Web visitors in October, and many employees spending nearly eight hours a day at their computers, workdays are prime time for
online video viewing. The recently released report says that 65 percent of online video viewers stream content between 9am - 5pm Monday through Friday, compared to 51 percent of online video viewers
who log on between 6am - 8pm on weekends.
Unique Online Video Viewer
Composition (Percent by Daypart, U.S., Home and Work) |
advertisement advertisement Day | Daypart | Unique Viewer Composition % |
Mon-Fri | 6am-9am | 27% |
Mon-Fri
| 9am-5pm | 65 |
Mon-Fri | 12pm-2pm | 34 |
Mon-Fri | 5pm-8pm | 49 |
Mon-Fri | 8pm-11pm | 43 |
Mon-Fri | 11pm-6am | 25 |
Weekend | 6am-8pm | 51 |
Weekend | 8pm-11pm | 23 |
Weekend | 11pm-6am | 14 |
Source: Nielsen Online,
VideoCensus, October 2008 |
The report also includes overall online video usage and top online brands ranked by video streams for September and October 2008.
In October, time per viewer increased by 10 percent, while the number of unique viewers and total streams remained relatively flat month-over-month.
Overall Online Video Usage (U.S.) |
| Sep-08 | Oct-08 | Percent Change |
Unique Viewers (000) | 124,023 | 120,711 | -3% |
Total Streams (000) | 8,829,389 | 8,894,164 | 1 |
Streams per Viewer | 71.2 | 73.7 | 4 |
Time per Viewer (min) | 156.4 | 171.7 | 10 |
Source: Nielsen Online, VideoCensus |
Top Online Brands by Video Streams
(for October 2008) |
Brand | Total Streams
(000) | Unique Viewers (000) |
YouTube | 5,077,720 | 82,553 |
Fox Interactive Media | 244,216 | 18,481 |
Hulu | 206,068 | 9,069 |
MSN/Windows Live | 183,858 | 13,394 |
Nickelodeon Kids and Family Network | 181,084 | 6,565 |
NBC Universal | 175,183 | 9,649 |
Yahoo! | 169,331 | 18,826 |
ESPN | 134,337 | 7,775 |
CNN Digital Network | 133,643 | 8,263 |
MTV Networks Music | 99,787 | 4,417 |
Source: Nielsen Online, VideoCensus |
Top Online Brands by Video Streams for September 2008 |
Brand | Total Streams
(000) | Unique Viewers (000) |
YouTube | 5,352,898 | 81,865 |
Fox Interactive Media | 242,428 | 19,250 |
Yahoo! | 212,626 | 22,053 |
MSN/Windows Live | 164,776 | 10,975 |
Nickelodeon Kids and Family Network | 162,924 | 6,148 |
hulu | 142,261 | 6,323 |
ESPN | 127,794 | 8,433 |
CNN Digital Network | 117,690 | 9,441 |
MTV Networks Music | 97,199 | 4,757 |
Disney Online | 87,116 | 9,145 |
Source: Nielsen Online, VideoCensus |
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