The number of unique viewers of online video increased 10.5% year-over-year, according to The Nielsen Company, from 127.6 million unique viewers in February 2009 to 141 million in February 2010.
Among the top Web brands ranked by unique viewers in February, CNN Digital Network (+30.6%), MSN/Windows Live/Bing (+21.4) and AOL Media Network (+17.0%) showed the largest gains.
| Overall Online Video Usage (U.S.) | |||
|---|---|---|---|
| Feb-10 | Year-Over-Year | Month-Over-Month | |
| Unique Viewers (000) | 141,055 | 10.5% | -1.1% |
| Total Streams (000) | 10,300,337 | 15.8% | -6.9% |
| Streams per Viewer | 73.0 | 4.7% | -5.8% |
| Time per Viewer (min) | 181.9 | 7.4% | -3.6% |
| Source: The Nielsen Company | |||
| Top Online Brands, Ranked by Unique Viewers | ||
|---|---|---|
| Video Brand | Unique Viewers (000) | MOM Viewers % Growth |
| YouTube | 108,776 | -3.4% |
| Yahoo! | 25,513 | -2.2% |
| 22,532 | 4.7% | |
| MSN/WindowsLive/Bing | 18,992 | 21.4% |
| Hulu | 14,130 | -7.4% |
| CNN Digital Network | 13,567 | 30.6% |
| Fox Interactive Media | 11,314 | -1.2% |
| AOL Media Network | 7,961 | 17.0% |
| ESPN Digital Network | 7,420 | -17.5% |
| CBS Entertainment Network | 7,312 | 4.3% |
| Source: The Nielsen Company | ||
| Top Online Brands ranked by Video Streams | ||
|---|---|---|
| Video Brand | Total Streams (000) | MOM Streams % Growth |
| YouTube | 5,914,160 | -10.7% |
| Hulu | 647,560 | 1.9% |
| MSN/WindowsLive/Bing | 218,684 | 21.7% |
| Yahoo! | 196,736 | -11.1% |
| CNN Digital Network | 152,406 | 46.2% |
| Turner Sports and Entertainment Digital Network | 137,468 | 0.1% |
| Nickelodeon Kids and Family Network | 130,568 | 11.5% |
| ABC Television | 116,245 | -9.5% |
| CBS Entertainment Network | 107,590 | 24.4% |
| Fox Interactive Media | 104,787 | -15.8% |
| Source: The Nielsen Company | ||
| Top Online Brands, Ranked by Time Spent Viewing per Viewer (250K Unique Viewer Minimum) | ||
|---|---|---|
| Video Brand | Time per Viewer (min) | MOM Time % Growth |
| Hulu | 244.8 | 4.3% |
| ABC Family | 203.3 | 10.8% |
| Youku | 195.6 | 2.1% |
| Liquid Compass | 183.2 | -14.6% |
| Megavideo | 160.0 | -13.5% |
| Cwtv.com | 127.0 | 102.9% |
| Tudou.com | 110.8 | -6.8% |
| YouTube | 108.0 | -3.6% |
| Justin.tv | 104.3 | -35.4% |
| Internet Archive | 95.1 | 426.0% |
| Source: The Nielsen Company | ||
Note: Effective with June 2009 data reporting, Nielsen has made several enhancements to the VideoCensus service, including a panel that is 8 times larger, more granular reporting and improved accuracy and representativeness. These enhancements provide the highest quality data to our clients and the marketplace. For some sites, trending of previously-reported data with current results may show percentage differences attributable to these product enhancements and should only be compared directionally.
Nielsen VideoCensus Methodology and Metrics:
Nielsen VideoCensus combines patented panel and census research methodologies to provide an accurate count of viewing activity and engagement along with in-depth demographic reporting. Online video viewing is tracked according to video player, which can be used on site or embedded elsewhere on the Web. For example, if a “Saturday Night Live” clip from NBC.com is embedded on a personal blog, that video would be attributed to NBC because of the NBC video player.
A unique viewer is anyone who viewed a full episode, part of an episode or a program clip during the month. A stream is a program segment. VideoCensus measurement includes progressive downloads and does not include video advertising.
