February Online Video Usage Up More Than 10% Over Last Year

February Online Video Usage Up More Than 10% Over Last Year

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%
Facebook 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% 127.0 102.9% 110.8 -6.8%
YouTube 108.0 -3.6% 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 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.