Time Spent Viewing Online Video Up 13% in December

Time Spent Viewing Online Video Up 13% in December

The Nielsen Company today reported overall online video usage and top online brands ranked by video streams for December 2009. Year-over-year, unique viewers, total streams, streams per viewer and time per viewer were up, led by 13 percent growths in time per viewer.

Overall Online Video Usage (U.S.)
Dec-09 Year-Over-Year Month-Over-Month
Unique Viewers (000) 137,411 10.3% -0.7%
Total Streams (000) 10,726,014 11.8% -4.0%
Streams per Viewer 78.1 1.4% -3.3%
Time per Viewer (min) 193.2 13.2% -3.4%
Source: The Nielsen Company

Top Online Brands ranked by Video Streams for December 2009 (U.S.)
Rank Video Brand Total Streams (000) Unique Viewers (000)
1 YouTube 6,427,623 105,592
2 Hulu 634,880 13,638
3 Yahoo! 243,846 27,533
4 Turner Sports and Entertainment Digital Network 142,349 5,758
5 MSN/WindowsLive/Bing 141,235 13,540
6 Fox Interactive Media 125,397 10,914
7 Megavideo 111,004 3,389
8 Blinkx 108,445 615
9 Nickelodeon Kids and Family Network 107,150 5,688
10 ESPN Digital Network 101,856 8,470
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.