February Online Video Usage Rises 10%

March 16, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Media & Entertainment | Social Media | Technology | Television

The number of US unique viewers of online video increased 10.5% year-over-year, in February 2010, according to VideoCensus data from The Nielsen Company.

Last month, 141 million unique online viewers watched online video, compared to 127.6 million unique viewers in February 2009. On a month-over-month basis, the total number of online video viewers fell 1.1%, from 142.7 million in January 2010.

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YouTube Has Most Unique Viewers
YouTube had the most unique viewers of any video site last month, 108.7 million. million. This represented a 3.4% month-over-month decline in viewership. There is a substantial gap between YouTube and the second-most-viewed video site, Yahoo, which had 25.5 million unique viewers last month. Yahoo’s monthly viewership declined 2.2%. Facebook, which ranked third with 22.5 million unique viewers, grew at a 4.7% monthly rate and appears in position to overtake Yahoo in the number two spot in the near future. CNN Digital Network, which came in sixth with about 13.6 unique million viewers, had the highest monthly growth rate (30.6%).

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Total Streams Number 10.3B
Viewers watched 10.3 billion video streams in February 2010, which was a 15.8% increase year-over-year growth but a 6.9% decrease in month-over-month growth. The average viewer watched 73 streams, a 4.7% year-over-year increase but 5.8% month-over-month decrease.

YouTube dominated monthly streams even more than monthly unique views, with 5.9 billion streams, or more than half the total. This was a 10.7% drop in monthly streams.

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Hulu came in second with 647.6 million monthly streams, a 1.9% increase from January 2010. CNN Digital Network, which came in fifth with 152.4 million streams for the month, had the highest percentage monthly growth (46.2%).

Hulu Leads in Time Spent
Hulu, a website which allows viewers to watch full episodes of TV shows, led in average time spent per viewer during February 2010 with 244.8 minutes, a 4.3% increase from January 2010. ABC Family, which also features TV episodes, came in second with 203.3 minutes, a 10.8% monthly increase.

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The nonprofit digital library Internet Archive, which came in 10th with an average of 95.1 minutes spent per viewer, led all sites in terms of monthly growth with an impressive 426% rate. YouTube ranked eighth in terms of average monthly minutes, 108, which was a 3.6% decline from January 2010.

Online Video Viewing Accelerates in ’09
Online video viewing accelerated in 2009, with 19% more people in the US viewing more videos for longer periods of time, according to comScore Video Metrix data.

Americans also viewed a significantly higher number of videos in 2009 compared to the prior year, due to both increased content consumption and a growing number of video ads being delivered. The average online viewer consumed 187 videos in December 2009, up 95% from 96 videos in December 2008. The number of videos viewed grew almost 150%, from 14.3 billion to 33.2 billion, while the duration of the average video viewed grew 28%, from 3.2 to 4.1 minutes.

About the Survey: 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. 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.

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