Insights

April 2011 Top Online Video Brands in U.S.
Article

April 2011 Top Online Video Brands in U.S.

During April, Americans streamed 14.7 billion videos, the most streams ever in a month.  While the number of videos streamed increased, total viewing time actually decreased during the period.  There were 141.4 million unique U.S. video viewers who spent an average of 4 hours, 31 minutes viewing video over the course of the month.

Overall Online Video Usage (U.S.)
Apr-11 MOM % Change
Unique Viewers 141,427,000 1.9%
Total Streams 14,697,526,000 1.1%
Streams per Viewer 103.9 3.1%
Time per Viewer (min) 4:31 -3.7%
Source: The Nielsen Company

The top 10 video sites in April are largely the same as last month, with only a slight change among the ranks. AOL Media Network and The CollegeHumor Network saw the largest month-over-month increase in unique viewers – up 13 percent and 11 percent, respectively – placing them just ahead of Hulu, which was the #6 video brand in March.

Top Online Video Brands by Unique Viewers (April 2011, U.S.)
Video Brand Unique Viewers (000) MOM % Change in Viewers
YouTube 111,184 -0.6%
VEVO 34,980 5.2%
Facebook 30,524 -4.3%
Yahoo! 27,173 4.4%
MSN/WindowsLive/Bing 13,836 -13.4%
AOL Media Network 12,633 12.6%
The CollegeHumor Network 12,474 11.4%
Hulu 12,388 0.6%
CNN Digital Network 8,520 -11.3%
Fox Interactive Media 8,231 -10.9%
Source: The Nielsen Company
Read as: During April 2011, 111.2 million unique U.S. viewers watched video content on YouTube using PC/laptops from home and work locations

YouTube’s usage was at an all-time high in April as their U.S. viewers consumed 8.7 billion streams, up 7 percent from last month.

New to the list of most heavily used sites with double-digit gains in streams from March were Dailymotion (+61%), AOL Media Network (+31%) and Megavideo (+25%).

Top Online Video Brands by Total Streams (000) (April 2011, U.S.)
Video Brand Total Streams (000) MOM % Change in Streams
YouTube 8,745,554 7.1%
Hulu 760,389 -6.2%
VEVO 413,336 7.8%
MSN/WindowsLive/Bing 210,111 -19.0%
Yahoo! 205,487 1.1%
Dailymotion 157,539 61.4%
Facebook 147,457 -6.1%
Turner-SI Digital Network 142,692 -16.7%
Megavideo 135,286 25.7%
AOL Media Network 118,792 31.1%
Source: The Nielsen Company
Read as: During April 2011, 8.7 billion videos were streamed on YouTube via PCs/laptops from home and work locations

Three of the top 10 most engaging video brands in April saw their video viewers more than triple their average time spent viewing video on the site. Time spent viewing video on The Church of Jesus Christ of the Latter-Day Saints was up 254 percent, due to Easter-related content. Ustream.tv and CBS Sports also saw significant growth as viewers increased their video viewing time by 246 percent and 239 percent, respectively.

Top Online Video Brands by Time per Viewer (April 2011, U.S.) / 250K Unique Viewer Minimum
Video Brand Time per Viewer (hh:mm) MOM % Change in Time
Tudou.com 5:32 -34.8%
Hulu 5:10 -1.2%
Megavideo 2:55 12.7%
CBS Sports 2:41 245.9%
YouTube 2:36 11.0%
Ustream.tv 2:14 239.1%
Cwtv.com 2:02 -31.0%
Lifetime Digital 1:44 16.2%
The Church of Jesus Christ of the Latter-Day Saints 1:43 253.6%
Justin.tv 1:41 -27.2%
Source: The Nielsen Company
Read as: During April 2011, U.S. video viewers spent an average of 5 hours, 32 minutes watching video content on Tudou.com using PCs/laptops from home and work locations

Note: Due to data collection issues resulting from changes in the format of Netflix stream URLs, all metrics for the Netflix brand will be excluded in the April, 2011 and May, 2011 online video rankings.