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Friday, July 11, 2008
Nielsen
Online recently announced that per person, kids consumed more streams than
those over 18, and spent more time watching online video from home. 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.
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Monthly
Online Video Consumption among Kids, Teens and Adults (U.S., Home Only,
April 2008)
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Age
|
Unique
Viewers (000)
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Unique
Viewer Comp %
|
Streams
per Viewer
|
Min
per Viewer
|
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2-11
|
7,966
|
8.4
|
51.0
|
117.9
|
|
12-17
|
11,632
|
12.3
|
74.2
|
132.4
|
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18+
|
75,122
|
79.3
|
44.3
|
99.4
|
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Source:
Nielsen Online, VideoCensus, June 2008
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Michael
Pond, senior media analyst, Nielsen Online, says "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... the ‘at home' data show how kids and
teens are driving usage... "
Younger
children gravitate towards sites associated with well-known children's toys and
TV programming, says the report, while teens go online to watch music videos,
movie trailers and clips of other visitors.
Disney
Records led online video destinations among kids 2-11 when ranked by unique
viewer composition percent, followed by EverythingGirl.com and MyePets.
The Web provides
another platform for their interest in TV shows, toys, movies and music, and
offers an interactive element that children especially enjoy.
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Top
10 Online Video Destinations: Age 2-11 (U.S., Home, April
2008)
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|
Brand/Channel
|
Unique
Viewer Composition %
|
2-11
Unique Viewers (000)
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Disney
Records
|
49.6
|
179
|
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EverythingGirl.com
|
48.0
|
161
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MyePets
|
47.6
|
161
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JETIX
|
46.9
|
159
|
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Playhouse
Disney
|
43.9
|
340
|
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PBS Kids
|
43.1
|
281
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LEGO
|
40.9
|
137
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NickJr
|
39.6
|
718
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Barbie
|
39.6
|
105
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Nick
|
39.3
|
1,009
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Source:
Nielsen Online, VideoCensus, June 2008
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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.
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Top
10 Online Video Destinations: Age 12-17 (U.S., Home, April
2008)
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|
Brand/Channel
|
Unique
Viewer Composition %
|
12-17
Unique Viewers (000)
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Stickam
|
44.3
|
106
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Buzznet.com
|
42.9
|
310
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Atlantic
Records
|
42.7
|
273
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Epic
Records
|
41.5
|
180
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bebo
|
40.2
|
114
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Funnyjunk.com
|
40.1
|
123
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NABBR
|
37.4
|
1,336
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GamesRadar
|
34.6
|
180
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Paramount
Films
|
33.8
|
198
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Photobucket
|
30.7
|
767
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Source:
Nielsen Online, VideoCensus, June 2008
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TOP
ONLINE VIDEO DESTINATIONS FOR KIDS AND TEENS BY AUDIENCE SIZE
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Top
10 Online Video Destinations: Age 2-11 (U.S., Home)
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|
Brand/Channel
|
2-11
Unique Viewers (000)
|
2-11
Total Streams (000)
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YouTube
|
4,129
|
252,405
|
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DisneyChannel.com
|
1,324
|
11,843
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Nick
|
1,009
|
16,366
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Disney.com
|
842
|
4,926
|
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Myspace.com
|
827
|
13,689
|
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NickJr
|
718
|
18,619
|
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Buena
Vista Online Entertainment
|
455
|
1,301
|
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Cartoon
Network
|
431
|
9,096
|
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Playhouse
Disney
|
340
|
1,983
|
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Google
Video
|
323
|
1,080
|
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Source:
Nielsen Online, VideoCensus, June 2008
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Top
10 Online Video Destinations: Age 12-17 (U.S., Home, April
2008)
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|
Brand/Channel
|
12-17
Unique Viewers (000)
|
12-17
Total Streams (000)
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YouTube
|
8,916
|
609,981
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Myspace.com
|
3,493
|
62,810
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NABBR
|
1,336
|
6,207
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Google
Video
|
839
|
4,925
|
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Photobucket
|
767
|
1,597
|
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Apple
|
548
|
1,820
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DisneyChannel.com
|
444
|
3,687
|
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Veoh
|
415
|
8,263
|
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Metacafe
|
372
|
1,936
|
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Facebook
|
360
|
1,132
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Source:
Nielsen Online, VideoCensus, June 2008
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Overall
Online Video Consumption for April 2008 (U.S., Home, Work)
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|
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Apr-08
|
Mar-08
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%
Change
|
|
Unique
Viewers (000)
|
119,626
|
115,366
|
3.7%
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Total
Streams (000)
|
7,613,847
|
6,967,963
|
9.3%
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Streams
per Viewer
|
63.6
|
60.4
|
5.3%
|
|
Time per
Viewer (min)
|
142.8
|
137.3
|
4.0%
|
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Source:
Nielsen Online, VideoCensus June, 2008 (Excludes video advertising; includes
both streaming and progressive downloads.)
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Top
10 Brands by Video Streams for April 2008 (U.S., Home, Work)
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|
Video
Brand
|
Total
Streams (000)
|
Unique
Viewers (000)
|
|
YouTube
|
4,052,984
|
73,537
|
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Fox
Interactive Media
|
328,974
|
20,855
|
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Yahoo!
|
221,600
|
22,179
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Nickelodeon
Kids and Family Network
|
151,828
|
6,323
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MSN/Windows
Live
|
149,684
|
9,873
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ESPN
|
125,327
|
5,477
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Disney
Online
|
93,649
|
7,219
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CNN
Digital Network
|
84,782
|
5,681
|
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Turner
Entertainment New Media Network
|
81,586
|
6,513
|
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hulu
|
63,228
|
2,428
|
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Source:
Nielsen Online, VideoCensus, June 2008(Excludes video advertising; includes
both streaming and progressive downloads.)
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