Viewing of Online Video Streams Up 26% in October

Viewing of Online Video Streams Up 26% in October

The Nielsen Company today reported overall online video usage and top online brands ranked by video streams for October 2009. Year-over-year, unique viewers, total streams, streams per viewer and time per viewer were up, led by a 26 percent growth in total streams.

Overall Online Video Usage (U.S.)
Oct-09 Year-Over-Year Month-Over-Month
Unique Viewers (000) 138,623 14.8% -0.5%
Total Streams (000) 11,226,935 26.2% 1.9%
Streams per Viewer 81.0 9.9% 2.4%
Time per Viewer (min) 212.5 23.8% 8.9%
Source: The Nielsen Company

Top Online Brands ranked by Video Streams for October 2009 (U.S.)
RANK Video Brand Total Streams (000) Unique Viewers (000)
1 YouTube 6,632,964 105,923
2 Hulu 632,662 13,472
3 Facebook 217,765 31,594
4 MSN/WindowsLive/Bing 183,556 17,301
5 Yahoo! 173,482 24,265
6 Fox Interactive Media 160,698 13,142
7 ABC Television 136,348 5,642
8 Turner Sports and Entertainment Digital Network 119,850 5,741
9 ESPN Digital Network 109,799 8,625
10 CBS Entertainment Network 103,741 6,973
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.

VideoCensus Methodology and Metrics:

Nielsen Online’s 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 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 does not include video advertising.