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Nielsen Announces September US Online Video Usage Data

Total Video Streams Viewed Online Increase 25 Percent Year-Over-Year

New York, NY – October 12 2009 – The Nielsen Company today reported overall online video usage and top online brands ranked by video streams for September 2009. Year-over-year, unique viewers, total streams, streams per viewer and time per viewer were up, led by 25 percent growths in total streams and time per viewer.

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

 

Sep-09

Year-Over-Year

Month-Over-Month

Unique Viewers (000)

139,334

12.3%

0.1%

Total Streams (000)

11,021,873

24.8%

-3.0%

Streams per Viewer

79.1

11.1%

-3.2%

Time per Viewer (min)

195.2

24.8%

-4.7%

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

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


Video Brand

Total Streams (000)

Unique Viewers (000)

YouTube

6,688,367

106,180

Hulu

437,407

13,519

Yahoo!

228,494

30,084

MSN/WindowsLive/Bing

180,104

18,109

Fox Interactive Media

139,634

14,342

Nickelodeon Kids and Family Network

127,654

5,303

Turner Sports and Entertainment Digital Network

123,665

6,062

MTV Networks Music

116,839

9,647

ESPN Digital Network

114,652

9,299

Facebook

110,418

23,161

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

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.

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.