Nielsen Online announces 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.