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May 2011 Top U.S. Online Destinations for Video
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May 2011 Top U.S. Online Destinations for Video

Video streaming is on the rise again in May as Americans streamed more than 15 billion videos, up 2 percent from last month’s all-time high of 14.7 billion streams.  The number of online video viewers also increased from April, up nearly 3 percent to 145 million unique viewers.

Overall Online Video Usage (U.S.)
May-11 MOM % Change
Unique Viewers 145,030,000 2.5%
Total Streams 15,020,811,000 2.2%
Streams per Viewer 103.6 -0.3%
Time per Viewer (hh:mm) 4:20 -3.8%
Source: Nielsen

Among the top online video destinations, MSN/WindowsLive/Bing saw the largest month-over-month growth in unique viewers (+29%), followed by Fox Interactive Media (+21%), Hulu (+18%) and AOL Media Network (+14%).

Top Online Video Destinations by Unique Viewers (May 2011, U.S.)
Video Brand Unique Viewers (000) MOM % Change in Viewers
YouTube 111,782 0.5%
VEVO 36,364 4.0%
Facebook 29,218 -4.3%
Yahoo! 26,195 -3.6%
MSN/WindowsLive/Bing 17,895 29.3%
Hulu 14,621 18.0%
AOL Media Network 14,410 14.1%
The CollegeHumor Network 11,803 -5.4%
Fox Interactive Media 9,934 20.7%
CNN Digital Network 9,142 7.3%
Source: Nielsen
Read as: During May 2011, 111.8 million unique U.S. viewers watched video content on YouTube using PC/laptops from home and work locations

Double-digit growth in unique viewers also brought double-digit gains in streams for MSN/WindowsLive/Bing, AOL Media Network and Hulu.  CBS Entertainment Websites also saw a notable increase in streaming activity during May, up 13 percent from April to 120.7 million streams.

Top Online Video Destinations by Total Streams  (May 2011, U.S.)
Video Brand Total Streams (000) MOM % Change in Streams
YouTube 8,860,520 1.3%
Hulu 852,173 12.1%
VEVO 414,615 0.3%
MSN/WindowsLive/Bing 266,712 26.9%
Yahoo! 193,344 -5.9%
Dailymotion 150,340 -4.6%
Turner-SI Digital Network 149,102 4.5%
AOL Media Network 148,727 25.2%
Facebook 135,168 -8.3%
CBS Entertainment Websites 120,707 12.8%
Source: Nielsen
Read as: During May 2011, 8.9 billion videos were streamed on YouTube via PCs/laptops from home and work locations

On average, U.S. viewers spent the most time watching Hulu content during the month of May, spending 4 hours, 43 minutes viewing Hulu videos across the Web.  Hulu was followed by Ustream.tv and Justin.tv – both of which streamed replays of the April 29 Royal Wedding causing average time spent viewing video on these sites to increase by 61 percent and 55 percent, respectively.

As the traditional television season wrapped up, viewers also increased their time spent watching video content on network-related destinations ABC Family (+28%), Lifetime Digital (+12%), Cwtv.com (+12%), and MTV Networks Entertainment & Games (+7%).

Top Online Video Destinations by Time per Viewer (May 2011, U.S.) / 250K Unique Viewer Minimum
Video Brand Time per Viewer (hh:mm) MOM % Change in Time
Hulu 4:43 -8.8%
Ustream.tv 3:40 61.4%
Justin.tv 2:35 55.3%
YouTube 2:31 -3.3%
Megavideo 2:29 -14.8%
Cwtv.com 2:17 11.5%
ABC Family 2:04 28.4%
Lifetime Digital 1:57 12.4%
CBS Entertainment Websites 1:12 -8.7%
MTV Networks Entertainment & Games 1:11 6.7%
Source: Nielsen
Read as: During May 2011, U.S. video viewers spent an average of 4 hours, 43 minutes watching video content on Hulu 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 from the May, 2011 online video rankings.