Online video usage in the U.S. is up during March, rebounding from the declines typical of the shorter month of February. There were 144.2 million unique online video viewers who streamed 3 percent more video and spent 8 percent more time watching using PC/laptops from home and work locations. Total video streams also increased 7 percent to 14.5 billion streams.
| Overall Online Video Usage (U.S.)* | |||
|---|---|---|---|
| Mar-11 | MOM % Change | ||
| Unique Viewers | 144,201,000 | 3.6% | |
| Total Streams | 14,532,416,000 | 7.0% | |
| Streams per Viewer | 100.8 | 3.3% | |
| Time per Viewer (hh:mm) | 4:41 | 8.0% | |
| Source: The Nielsen Company | |||
For the second month in a row, VEVO is the #2 video brand in the U.S. With 33.3 million unique video viewers, VEVO has 4 percent more video viewers than #3 Facebook, but trails consistent #1 YouTube by nearly 79 million unique video viewers.
All of the top 10 U.S. video brands saw an increase in unique video viewers from the previous month. The fastest-growing among the top brands - and new to the top 10 during March - was CNN Digital Network with a 60 percent increase in unique U.S. video viewers.
| Top Online Video Brands by Unique Viewers (March 2011, U.S.) | ||
|---|---|---|
| Video Brand | Unique Viewers (000) | MOM % Change in Viewers |
| YouTube | 111,860 | 3.6% |
| VEVO | 33,253 | 3.0% |
| 31,885 | 0.6% | |
| Yahoo! | 26,016 | 11.1% |
| MSN/WindowsLive/Bing | 15,972 | 7.1% |
| Hulu | 12,315 | 3.7% |
| AOL Media Network | 11,215 | 13.7% |
| The CollegeHumor Network | 11,199 | 19.9% |
| CNN Digital Network | 9,603 | 60.1% |
| Fox Interactive Media | 9,238 | 14.6% |
| Source: The Nielsen Company | ||
| Read as: During March 2011, 111.9 million unique U.S. viewers watched video content on YouTube using PC/laptops from home and work locations | ||
CNN Digital Network was also new to the top 10 most heavily used brands in March and saw the largest month-over-month growth in streams (+128%), mostly due to U.S. video viewers streaming coverage of the earthquake and tsunami in Japan. Also showing significant gains in streams from last month were Netflix (+28%), MTV Music Networks (+25%), VEVO and Yahoo (+21%).
| Top Online Video Brands by Total Streams (000) (March 2011, U.S.) | ||
|---|---|---|
| Video Brand | Total Streams (000) | MOM % Change in Streams |
| YouTube | 8,166,713 | 8.3% |
| Hulu | 810,594 | -1.9% |
| VEVO | 383,274 | 20.6% |
| MSN/WindowsLive/Bing | 259,334 | 2.4% |
| Yahoo! | 203,292 | 20.7% |
| Netflix | 201,577 | 28.0% |
| Turner-SI Digital Network | 171,259 | 5.8% |
| 157,069 | 7.0% | |
| CNN Digital Network | 156,748 | 127.8% |
| MTV Networks Music | 142,873 | 24.9% |
| Source: The Nielsen Company | ||
| Read as: During March 2011, 8.2 billion videos were streamed on YouTube in the U.S. using PC/laptops from home and work locations | ||
Netflix is once again the most engaging video brand in the U.S. as video viewers averaged nearly 10 hours on the site from home and work locations. Justin.tv’s U.S. video viewers showed the largest month-over-month increase in time spent viewing video on the site, up 17 percent from February.
| Top Online Video Brands by Time per Viewer (March 2011, U.S.) / 250K Unique Viewer Minimum | ||
|---|---|---|
| Video Brand | Time per Viewer (hh:mm) | MOM % Change in Time |
| Netflix | 9:53 | 6.6% |
| Tudou.com | 8:30 | 4.5% |
| Hulu | 5:13 | 3.3% |
| Cwtv.com | 2:58 | -16.4% |
| Megavideo | 2:35 | -7.7% |
| YouTube | 2:20 | 5.2% |
| Justin.tv | 2:17 | 16.8% |
| StageVU | 2:05 | -18.2% |
| Veoh | 1:35 | -12.6% |
| Nickelodeon Family & Parents | 1:32 | -31.3% |
| Source: The Nielsen Company | ||
| Read as: During March 2011, U.S. video viewers spent an average of 9 hours, 53 minutes watching video content on Netflix using PC/laptops from home and work locations | ||
*updated April 18, 2011 to clarify and correct chart references to unique viewers, total streams and time per viewer.
