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March 2011 Top Online Video Brands in U.S.
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March 2011 Top Online Video Brands in U.S.

Online video usage in the U.S. is up during March, rebounding from the declines typical of the shorter month of February.  There were 144.2 million unique online video viewers who streamed 3 percent more video and spent 8 percent more time watching using PC/laptops from home and work locations.  Total video streams also increased 7 percent to 14.5 billion streams.

Overall Online Video Usage (U.S.)*
Mar-11 MOM % Change
Unique Viewers 144,201,000 3.6%
Total Streams 14,532,416,000 7.0%
Streams per Viewer 100.8 3.3%
Time per Viewer (hh:mm) 4:41 8.0%
Source: The Nielsen Company

For the second month in a row, VEVO is the #2 video brand in the U.S.  With 33.3 million unique video viewers, VEVO has 4 percent more video viewers than #3 Facebook, but trails consistent #1 YouTube by nearly 79 million unique video viewers.

All of the top 10 U.S. video brands saw an increase in unique video viewers from the previous month.  The fastest-growing among the top brands – and new to the top 10 during March – was CNN Digital Network with a 60 percent increase in unique U.S. video viewers.

Top Online Video Brands by Unique Viewers (March 2011, U.S.)
Video Brand Unique Viewers (000) MOM % Change in Viewers
YouTube 111,860 3.6%
VEVO 33,253 3.0%
Facebook 31,885 0.6%
Yahoo! 26,016 11.1%
MSN/WindowsLive/Bing 15,972 7.1%
Hulu 12,315 3.7%
AOL Media Network 11,215 13.7%
The CollegeHumor Network 11,199 19.9%
CNN Digital Network 9,603 60.1%
Fox Interactive Media 9,238 14.6%
Source: The Nielsen Company
Read as: During March 2011, 111.9 million unique U.S. viewers watched video content on YouTube using PC/laptops from home and work locations

CNN Digital Network was also new to the top 10 most heavily used brands in March and saw the largest month-over-month growth in streams (+128%), mostly due to U.S. video viewers streaming coverage of the earthquake and tsunami in Japan.  Also showing significant gains in streams from last month were Netflix (+28%), MTV Music Networks (+25%), VEVO and Yahoo (+21%).

Top Online Video Brands by Total Streams (000) (March 2011, U.S.)
Video Brand Total Streams (000) MOM % Change in Streams
YouTube 8,166,713 8.3%
Hulu 810,594 -1.9%
VEVO 383,274 20.6%
MSN/WindowsLive/Bing 259,334 2.4%
Yahoo! 203,292 20.7%
Netflix 201,577 28.0%
Turner-SI Digital Network 171,259 5.8%
Facebook 157,069 7.0%
CNN Digital Network 156,748 127.8%
MTV Networks Music 142,873 24.9%
Source: The Nielsen Company
Read as: During March 2011, 8.2 billion videos were streamed on YouTube in the U.S. using PC/laptops from home and work locations

Netflix is once again the most engaging video brand in the U.S. as video viewers averaged nearly 10 hours on the site from home and work locations.  Justin.tv’s U.S. video viewers showed the largest month-over-month increase in time spent viewing video on the site, up 17 percent from February.

Top Online Video Brands by Time per Viewer (March 2011, U.S.) / 250K Unique Viewer Minimum
Video Brand Time per Viewer (hh:mm) MOM % Change in Time
Netflix 9:53 6.6%
Tudou.com 8:30 4.5%
Hulu 5:13 3.3%
Cwtv.com 2:58 -16.4%
Megavideo 2:35 -7.7%
YouTube 2:20 5.2%
Justin.tv 2:17 16.8%
StageVU 2:05 -18.2%
Veoh 1:35 -12.6%
Nickelodeon Family & Parents 1:32 -31.3%
Source: The Nielsen Company
Read as: During March 2011, U.S. video viewers spent an average of 9 hours, 53 minutes watching video content on Netflix using PC/laptops from home and work locations

*updated April 18, 2011 to clarify and correct chart references to unique viewers, total streams and time per viewer.