SOURCE: The Nielsen Company

December 17, 2008 10:00 ET

Weekdays Outpace Weekends for Online Video Viewing, According to Nielsen Online

Nielsen Online Releases Topline VideoCensus Data for October

NEW YORK, NY--(Marketwire - December 17, 2008) - Nielsen Online, a service of The Nielsen Company, today announced that 65 percent of online video viewers stream content between 9am - 5pm Monday through Friday, compared to 51 percent of online video viewers who log on between 6am - 8pm on weekends (see Table 1). With a 96 percent broadband penetration among at work Web visitors in October and many employees spending nearly eight hours a day at their computers, workdays are prime time for online video viewing.

Table 1: Unique Viewer* Composition Percent by Daypart (U.S., Home and Work)

Daypart               Unique Viewer Comp %
-----------------     --------------------
Mon-Fri, 6am-9am                        27
Mon-Fri, 9am-5pm                        65
Mon-Fri, 12pm-2pm                       34
Mon-Fri, 5pm-8pm                        49
Mon-Fri, 8pm-11pm                       43
Mon-Fri, 11pm-6am                       25
Weekend, 6am-8pm                        51
Weekend, 8pm-11pm                       23
Weekend, 11pm-6am                       14

Source: Nielsen Online, VideoCensus, October 2008

*A unique viewer is anyone who viewed at least one video stream during the month.

Nielsen Online today also provided overall online video usage and top online brands ranked by video streams for September and October 2008. In October, time per viewer increased by 10 percent, while the number of unique viewers and total streams remained relatively flat month-over-month.

Table 2: Overall Online Video Usage (U.S.)

                         Sep-08**     Oct-08  Percent Change
                        ---------  ---------  --------------
Unique Viewers (000)      124,023    120,711              -3
Total Streams (000)     8,829,389  8,894,164               1
Streams per Viewer           71.2       73.7               4
Time per Viewer (min)       156.4      171.7              10

Source: Nielsen Online, VideoCensus

Note: Includes progressive downloads and excludes video advertising.

**September time per viewer results have been updated since their original release, reflecting a change in methodology. Other September metrics have been updated to reflect the removal of video advertising streams from September Yahoo! results.


Table 3: Top Online Brands ranked by Video Streams for October 2008

Brand                        Total Streams (000) Unique Viewers (000)
---------------------        ------------------  -------------------
YouTube                               5,077,720               82,553
Fox Interactive Media                   244,216               18,481
Hulu                                    206,068                9,069
MSN/Windows Live                        183,858               13,394
Nickelodeon Kids and
 Family Network                         181,084                6,565
NBC Universal                           175,183                9,649
Yahoo!                                  169,331               18,826
ESPN                                    134,337                7,775
CNN Digital Network                     133,643                8,263
MTV Networks Music                       99,787                4,417

Source: Nielsen Online, VideoCensus

Note: Includes progressive downloads and excludes video advertising.


Table 4: Top Online Brands ranked by Video Streams for September 2008**

Brand                        Total Streams (000) Unique Viewers (000)
---------------------        ------------------  -------------------
YouTube                               5,352,898               81,865
Fox Interactive Media                   242,428               19,250
Yahoo!                                  212,626               22,053
MSN/Windows Live                        164,776               10,975
Nickelodeon Kids and
 Family Network                         162,924                6,148
Hulu                                    142,261                6,323
ESPN                                    127,794                8,433
CNN Digital Network                     117,690                9,441
MTV Networks Music                       97,199                4,757
Disney Online                            87,116                9,145

Source: Nielsen Online, VideoCensus

Note: Includes progressive downloads and excludes video advertising.

**September results have been updated since their original release, reflecting the removal of video advertising streams from September Yahoo! results.

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. Also, visit our blog at www.nielsen-online.com/blog.

About The Nielsen Company:

The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, 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 New York, USA. For more information, please visit, www.nielsen.com.

Editor's Note: Please source all data to Nielsen Online.

Contact Information

  • Media Contacts:
    Suzy Bausch
    (415) 617-0181
    Michelle McGiboney
    (408) 941-2930
    pr.us@nielsen.com