SOURCE: The Nielsen Company

June 09, 2008 09:00 ET

The Video Generation: Kids and Teens Consuming More Online Video Content Than Adults at Home, According to Nielsen Online

NEW YORK, NY--(Marketwire - June 9, 2008) - Nielsen Online, a service of The Nielsen Company, today announced that per person, kids consumed more streams than those over 18, and spent more time watching online video from home in April (see Table 1). Kids 2-11 viewed an average of 51 streams and 118 minutes of online video per person during the month, while teens 12-17 viewed an average of 74 streams and 132 minutes of online video. Those over 18 viewed an average of 44 streams and 99 minutes of online video.

Table 1: Monthly Online Video Consumption among Kids, Teens and Adults
(U.S., Home Only, April 2008)
        Unique Viewers   Unique Viewer   Streams per     Min per
Age     (000)            Comp %          Viewer          Viewer
2-11             7,966             8.4          51.0       117.9
12-17           11,632            12.3          74.2       132.4
18+             75,122            79.3          44.3        99.4
Source: Nielsen Online, VideoCensus

The top 10 online video destinations for kids 2-11 and teens 12-17 demonstrate that kids pursue similar interests both online and off. Younger children gravitate towards sites associated with well-known children's toys and TV programming, while teens go online to watch music videos, movie trailers and clips of other visitors (see Tables 2 and 3).

Disney Records led online video destinations among kids 2-11 when ranked by unique viewer composition percent, with 50 percent. EverythingGirl.com and MyePets followed with 48 percent each. Stickam was the top online video destination among teens 12-17, who accounted for 44 percent of that site's unique viewers, followed by Buzznet.com and Atlantic Records, with 43 percent each.

"Today's youth don't know -- or don't remember -- a time when they weren't going online, so their adoption of online video has been seamless," said Michael Pond, senior media analyst, Nielsen Online. "And while video consumption in the workplace increases usage metrics among adults, the 'at home' data show how kids and teens are driving usage and claiming their territory. The Web provides another platform for their interest in TV shows, toys, movies and music, and offers an interactive element that children especially enjoy. Among the top sites for the younger demographic we see publishers that are integrating video into games, music and other content to drive engagement with this multi-media generation."

TOP ONLINE VIDEO DESTINATIONS FOR KIDS AND TEENS BY COMPOSITION

Table 2: Top 10 Online Video Destinations: Age 2-11 (U.S., Home)
                      Unique Viewer     2-11 Unique
Brand/Channel         Composition %     Viewers (000)
Disney Records                 49.6               179
EverythingGirl.com             48.0               161
MyePets                        47.6               161
JETIX                          46.9               159
Playhouse Disney               43.9               340
PBS Kids                       43.1               281
LEGO                           40.9               137
NickJr                         39.6               718
Barbie                         39.6               105
Nick                           39.3             1,009
Source: Nielsen Online, VideoCensus
100,000 Unique Viewer Minimum


Table 3: Top 10 Online Video Destinations: Age 12-17 (U.S., Home)
                      Unique Viewer     12-17 Unique
Brand/Channel         Composition %     Viewers (000)
Stickam                        44.3               106
Buzznet.com                    42.9               310
Atlantic Records               42.7               273
Epic Records                   41.5               180
bebo                           40.2               114
Funnyjunk.com                  40.1               123
NABBR                          37.4             1,336
GamesRadar                     34.6               180
Paramount Films                33.8               198
Photobucket                    30.7               767
Source: Nielsen Online, VideoCensus
100,000 Unique Viewer Minimum

TOP ONLINE VIDEO DESTINATIONS FOR KIDS AND TEENS BY AUDIENCE SIZE

Table 4: Top 10 Online Video Destinations: Age 2-11 (U.S., Home)
                      2-11 Unique       2-11 Total
Brand/Channel         Viewers (000)     Streams (000)
YouTube                       4,129           252,405
DisneyChannel.com             1,324            11,843
Nick                          1,009            16,366
Disney.com                      842             4,926
Myspace.com                     827            13,689
NickJr                          718            18,619
Buena Vista Online
 Entertainment                  455             1,301
Cartoon Network                 431             9,096
Playhouse Disney                340             1,983
Google Video                    323             1,080
Source: Nielsen Online, VideoCensus


Table 5: Top 10 Online Video Destinations: Age 12-17 (U.S., Home)
                      12-17 Unique      12-17 Total
Brand/Channel         Viewers (000)     Streams (000)
YouTube                       8,916           609,981
Myspace.com                   3,493            62,810
NABBR                         1,336             6,207
Google Video                    839             4,925
Photobucket                     767             1,597
Apple                           548             1,820
DisneyChannel.com               444             3,687
Veoh                            415             8,263
Metacafe                        372             1,936
Facebook                        360             1,132
Source: Nielsen Online, VideoCensus

Nielsen Online today also released April 2008 U.S. topline VideoCensus Results, including overall video usage.

Table 6: Overall Online Video Consumption for April 2008 (U.S., Home, Work)
                          Apr-08        Mar-08       % Change
Unique Viewers (000)     119,626       115,366            3.7%
Total Streams (000)    7,613,847     6,967,963            9.3%
Streams per Viewer          63.6          60.4            5.3%
Time per Viewer (min)      142.8         137.3            4.0%
Source: Nielsen Online, VideoCensus (Excludes video advertising; includes
both streaming and progressive downloads.)


Table 7: Top 10 Brands by Video Streams for April 2008 (U.S., Home, Work)
Video Brand             Total Streams (000)     Unique Viewers (000)
YouTube                           4,052,984                   73,537
Fox Interactive Media               328,974                   20,855
Yahoo!                              221,600                   22,179
Nickelodeon Kids and
 Family Network                     151,828                    6,323
MSN/Windows Live                    149,684                    9,873
ESPN                                125,327                    5,477
Disney Online                        93,649                    7,219
CNN Digital Network                  84,782                    5,681
Turner Entertainment
 New Media Network                   81,586                    6,513
hulu                                 63,228                    2,428
Source: Nielsen Online, VideoCensus (Excludes video advertising; includes
both streaming and progressive downloads.)

About VideoCensus:

Nielsen Online's VideoCensus is the first and only syndicated online video measurement service to combine patented panel and census research methodologies, providing an accurate count of viewing activity and engagement along with in-depth demographic reporting.

About Nielsen Online:

Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.

About The Nielsen Company:

The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.

Contact Information

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