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Total Viewers Of Online Video Increased 5% Year-Over-Year
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Total Viewers Of Online Video Increased 5% Year-Over-Year

The number of unique viewers of online video increased 5.2% year-over-year according to The Nielsen Company, from 137.4 million unique viewers in January 2009 to 142.7 million in January 2010.

Among the top Web brands ranked by unique viewers in January, Disney Online was the fastest growing month-over-month, increasing 23.3%. Facebook and MSN/WindowsLive/Bing were the second and third fastest growing, increasing 18.6% and 15.6% month-over-month, respectively.

Overall Online Video Usage (U.S.)
  Jan-10 Year-Over-Year Month-Over-Month
Unique Viewers (000) 142,668 5.2% 3.8%
Total Streams (000) 11,061,458 5.8% 3.1%
Streams per Viewer 77.5 0.5% -0.8%
Time per Viewer (min) 188.7 5.7% -2.3%
Source: The Nielsen Company

Top Online Brands ranked by Total Streams for January 2010 (U.S.)
Rank Video Brand Total Streams (000) MOM Streams % Growth
1 YouTube 6,622,374 3.0%
2 Hulu 635,546 0.1%
3 Yahoo! 221,355 -9.2%
4 MSN/WindowsLive/Bing 179,741 27.3%
5 Turner Sports and Entertainment Digital Network 137,311 -3.5%
6 MTV Networks Music 131,077 31.7%
7 ABC Television 128,510 71.3%
8 Fox Interactive Media 124,513 -0.7%
9 Nickelodeon Kids and Family Network 117,057 9.3%
10 Megavideo 115,089 3.7%
Source: The Nielsen Company

Top Online Brands ranked by Unique Viewers for January 2010 (U.S.)
Rank Video Brand Unique Viewers (000) MOM Viewers % Growth
1 YouTube 112,642 6.7%
2 Yahoo! 26,081 -5.3%
3 Facebook 21,529 18.6%
4 MSN/WindowsLive/Bing 15,645 15.6%
5 Hulu 15,256 11.9%
6 Fox Interactive Media 11,450 4.9%
7 Google 10,567 2.5%
8 CNN Digital Network 10,385 11.6%
9 ESPN Digital Network 8,995 6.2%
10 Disney Online 8,066 23.3%
Source: The Nielsen Company

Top Online Brands ranked by Time per Viewer for January 2010 (U.S.), 250K Unique Viewer Minimum
Rank Video Brand Time per Viewer (min) MOM Time % Growth
1 Hulu 234.6 -5.1%
2 Youku 191.5 -65.0%
3 Megavideo 184.8 0.8%
4 ABC Family 183.5 1060.4%
5 Justin.tv 161.5 8.8%
6 Streamingfaith.com 160.1 56.2%
7 Stickam 121.6 -42.6%
8 Tudou.com 118.9 -57.4%
9 YouTube 112.0 -5.9%
10 4Kids Entertainment Network 93.2 11.2%
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 NBC.com 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.