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Video Research : Friday, April 25, 2008
Who's Watching What Video Online, And Where
Results from Nielsen Online's online video measurement tool, VideoCensus, provide a demographic breakdown of the viewers, and a description of destinations, showing that:
Online Video Consumption for February 2008 (U.S., Home and Work) |
|
Jan-08 |
Feb-08 |
Unique Viewers (000) |
116,745 |
115,799 |
Total Streams (000) |
5,987,475 |
6,333,326 |
Streams per Viewer |
51.3 |
54.7 |
Time per Viewer (min) |
124.4 |
130.7 |
Source: Nielsen Online, VideoCensus |
2.9 billion video streams were viewed at YouTube in February 2008.
Top 10 Video Stream Brands for February 2008 (U.S., Home and Work) |
Brand |
Total Streams (000) |
Unique Viewers (000) |
YouTube |
2,918,799 |
70,222 |
Fox Interactive Media |
405,996 |
21,028 |
Yahoo! |
244,784 |
21,220 |
MSN/Windows Live |
163,812 |
9,323 |
Nickelodeon Kids and Family Network |
155,961 |
5,769 |
Google |
122,948 |
18,638 |
Disney Online |
121,933 |
9,606 |
Turner Entertainment New Media Network |
96,991 |
6,850 |
ESPN |
84,053 |
4,464 |
AOL Media Network |
81,537 |
11,469 |
Source: Nielsen Online, VideoCensus |
74% percent of unique viewers of video content on eBay in February 2008 were people aged 55 or older.
Top 10 Online Destinations for Video Consumers 55+, U.S., Home & Work (Minimum 100,000 Unique Viewers) |
Brand/Channel |
Unique Viewer Composition % |
Unique Viewers (000) |
Total Streams (000) |
eBay |
74 |
106 |
138 |
SonnyRadio.com |
67 |
177 |
302 |
Voxant Newsroom |
67 |
165 |
383 |
Crackle |
64 |
115 |
1,091 |
TED |
59 |
261 |
493 |
Time Warner Cable |
56 |
335 |
1,280 |
Glam Media |
53 |
125 |
268 |
The Gratitude Campaign |
53 |
152 |
209 |
the Onion |
52 |
202 |
501 |
Multicastmedia.com |
52 |
139 |
404 |
Source: Nielsen Online, VideoCensus |
66% percent of unique viewers of video content on Broadcaster were between the ages of 12 and 24.
Top 10 Online Destinations for Video Consumers Age 12-24, U.S., Home & Work (Minimum 100,000 Unique Viewers) |
Brand/Channel |
Unique Viewer Composition % |
Unique Viewer s(000) |
Total Streams (000) |
Broadcaster |
66 |
100 |
119 |
Buzznet.com |
65 |
119 |
100 |
Gaia Online |
62 |
140 |
638 |
Warner Bros. Records |
61 |
144 |
116 |
Facebook |
60 |
849 |
208 |
iMac |
56 |
106 |
138 |
TinyPic.com |
54 |
193 |
144 |
1UP Network |
51 |
124 |
140 |
Funnyjunk.com |
50 |
169 |
100 |
AdultSwim.com Network |
49 |
138 |
849 |
Source: Nielsen Online, VideoCensus |
19% percent of unique viewers of video content on GameTap were people with a household income between $0 and $24,999.
Top 10 Online Destinations for Video Consumers with Household Incomes $0-$24,999, U.S., Home & Work Min 100,000 Unique Viewers) |
Brand/Channel |
Unique Viewer Composition % |
Unique Viewers (000) |
Total Streams (000) |
GameTap |
19 |
141 |
567 |
Yahoo! TV |
17 |
122 |
236 |
| Universal Music Group Network |
16 |
116 |
267 |
Yuwie |
15 |
102 |
764 |
VH1.com |
14 |
136 |
5,170 |
Buena Vista Online Entertainment |
14 |
227 |
623 |
Musicbox |
14 |
233 |
743 |
Yahoo! Music |
13 |
539 |
9,080 |
MTV.com |
13 |
227 |
14,460 |
ROO |
12 |
161 |
954 |
Source: Nielsen Online, VideoCensus |
52% percent of unique viewers of video content on Sky were viewed by
people with a household income of $100,000 or more.
Top 10 Online Destinations for Video Consumers with Household Incomes $100,000+, U.S., Home & Work (Min 100,000 Unique Viewers) |
Brand/Channel |
Unique Viewer Composition % |
Unique Viewers (000) |
Total Streams (000) |
Sky |
52 |
153 |
337 |
Geffen Records Network |
46 |
133 |
191 |
MaxPreps Network |
46 |
139 |
397 |
Belo Television |
43 |
267 |
1,315 |
Audi |
42 |
164 |
645 |
Charter Communications |
42 |
140 |
354 |
New York Yankees |
42 |
163 |
269 |
I-am-bored.com |
40 |
108 |
350 |
the Onion |
39 |
151 |
562 |
CNNMoney |
39 |
205 |
9,918 |
Source: Nielsen Online, VideoCensus |
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