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.