U.S. online video streams dropped month-over-month in December, according to Nielsen. Data from the measurement firm’s VideoCensus product suggests 4 percent fewer videos were viewed in December than the previous month, and that 0.7 percent fewer users consumed online video at all.
That reduction can potentially be attributed to the holiday period, with users spending less time in front of computer screens.
However, growth of the medium does appear to be plateauing. Year-over-year, users streamed 11.8 percent more video during December 2009 than they did during December 2008. Comparable Nielsen data for November saw 17 percent year-on-year growth, while in August that figure was substantially greater, at 41 percent year-on-year growth.
In terms of major video brands, YouTube, Hulu, and Microsoft all experienced reductions in the amount of streams they delivered. Yahoo, however, grew both its number of total streams and its reach, month-over-month.
|Overall Online Video Usage (U.S.)|
|Metric||December 2009||Year-Over-Year (%)||Month-Over-Month (%)|
|Unique Viewers (000)||137,411||10.3||-0.7|
|Total Streams (000)||10,726,014||11.8||-4.0|
|Streams per Viewer||78.1||1.4||-3.3|
|Time per Viewer (min)||193.2||13.2||-3.4|
|Source: Nielsen VideoCensus|
|Top Online Brands ranked by Video Streams for December 2009 (U.S.)|
|Video Brand||Total Streams (000)||Unique Viewers (000)|
|Turner Sports and Entertainment Digital Network||142,349||5,758|
|Fox Interactive Media||125,397||10,914|
|Nickelodeon Kids and Family Network||107,150||5,688|
|ESPN Digital Network||101,856||8,470|
|Source: Nielsen VideoCensus|
VideoCensus Methodology and Metrics: The Nielsen Company’s VideoCensus combines patented panel and census research methodologies to provide an accurate count of viewing activity and engagement along with in-depth demographic reporting. Online video viewing is tracked according to video player, which can be used on site or embedded elsewhere on the Web. For example, if a “Saturday Night Live” clip from NBC.com is embedded on a personal blog, that video would be attributed to NBC because it is played through an NBC video player.
A unique viewer is anyone who viewed a full episode, part of an episode, or a program clip during the month. A stream is a program segment. VideoCensus measurement does not include video advertising.
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