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Time Spent Viewing Video Online Per Viewer Up 49 Percent Year-Over-Year In May 2009, According To Nielsen

New York, US – June 11, 2009 – Nielsen provides overall online video usage and top online brands ranked by video streams for May 2009. Year-over-year, unique viewers, total streams, streams per viewer and time per viewer were up, led by a 49 percent growth in time per viewer.

Table 1: Overall Online Video Usage (U.S.)

  May-09 Year-Over-Year Month-Over-Month
Unique Viewers (000) 133,797 12.8% 14.7%
Total Streams (000) 10,043,049 34.8% 6.2%
Streams per Viewer 75.1 19.6% -7.3%
Time per Viewer (min) 188.7 48.9% -8.3%

Source: Nielsen Online, VideoCensus
Note: Includes progressive downloads and excludes video advertising.


Table 2: Top Online Brands ranked by Video Streams for May 2009 (U.S.)

Video Brand Total Streams (000) Unique Viewers (000)
YouTube 6,048,666 95,357
Hulu 382,322 10,106
Yahoo! 208,202 25,224
Fox Interactive Media 190,135 16,029
ABC.COM 175,102 6,309
Nickelodeon Kids and Family Network 153,414 5,699
MSN/Windows Live 148,358 12,454
Turner Sports and Entertainment Digital Network 141,350 6,848
MTV Networks Music 126,929 6,733
CBS Entertainment Network 98,228 6,647

Source: Nielsen Online, VideoCensus
Note: Includes progressive downloads and excludes video advertising.


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 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 does not include video advertising.