Nielsen Online, a service of The Nielsen Company, today announced that per person, kids consumed more streams than those over 18, and spent more time watching online video from home in April (see Table 1). 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. Those over 18 viewed an average of 44 streams and 99 minutes of online video.
Table 1: Monthly Online Video Consumption among Kids, Teens and Adults (U.S., Home Only, April 2008) Unique Viewers Unique Viewer Streams per Min per Age (000) Comp % Viewer Viewer 2-11 7,966 8.4 51.0 117.9 12-17 11,632 12.3 74.2 132.4 18+ 75,122 79.3 44.3 99.4 Source: Nielsen Online, VideoCensus
The top 10 online video destinations for kids 2-11 and teens 12-17 demonstrate that kids pursue similar interests both online and off. Younger children gravitate towards sites associated with well-known children’s toys and TV programming, while teens go online to watch music videos, movie trailers and clips of other visitors (see Tables 2 and 3).
Disney Records led online video destinations among kids 2-11 when ranked by unique viewer composition percent, with 50 percent. EverythingGirl.com and MyePets followed with 48 percent each. 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.
“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,” said Michael Pond, senior media analyst, Nielsen Online. “And while video consumption in the workplace increases usage metrics among adults, the ‘at home’ data show how kids and teens are driving usage and claiming their territory. The Web provides another platform for their interest in TV shows, toys, movies and music, and offers an interactive element that children especially enjoy. Among the top sites for the younger demographic we see publishers that are integrating video into games, music and other content to drive engagement with this multi-media generation.”
TOP ONLINE VIDEO DESTINATIONS FOR KIDS AND TEENS BY COMPOSITION
Table 2: Top 10 Online Video Destinations: Age 2-11 (U.S., Home) Unique Viewer 2-11 Unique Brand/Channel Composition % Viewers (000) Disney Records 49.6 179 EverythingGirl.com 48.0 161 MyePets 47.6 161 JETIX 46.9 159 Playhouse Disney 43.9 340 PBS Kids 43.1 281 LEGO 40.9 137 NickJr 39.6 718 Barbie 39.6 105 Nick 39.3 1,009 Source: Nielsen Online, VideoCensus 100,000 Unique Viewer Minimum Table 3: Top 10 Online Video Destinations: Age 12-17 (U.S., Home) Unique Viewer 12-17 Unique Brand/Channel Composition % Viewers (000) Stickam 44.3 106 Buzznet.com 42.9 310 Atlantic Records 42.7 273 Epic Records 41.5 180 bebo 40.2 114 Funnyjunk.com 40.1 123 NABBR 37.4 1,336 GamesRadar 34.6 180 Paramount Films 33.8 198 Photobucket 30.7 767 Source: Nielsen Online, VideoCensus 100,000 Unique Viewer Minimum
TOP ONLINE VIDEO DESTINATIONS FOR KIDS AND TEENS BY AUDIENCE SIZE
Table 4: Top 10 Online Video Destinations: Age 2-11 (U.S., Home) 2-11 Unique 2-11 Total Brand/Channel Viewers (000) Streams (000) YouTube 4,129 252,405 DisneyChannel.com 1,324 11,843 Nick 1,009 16,366 Disney.com 842 4,926 Myspace.com 827 13,689 NickJr 718 18,619 Buena Vista Online Entertainment 455 1,301 Cartoon Network 431 9,096 Playhouse Disney 340 1,983 Google Video 323 1,080 Source: Nielsen Online, VideoCensus Table 5: Top 10 Online Video Destinations: Age 12-17 (U.S., Home) 12-17 Unique 12-17 Total Brand/Channel Viewers (000) Streams (000) YouTube 8,916 609,981 Myspace.com 3,493 62,810 NABBR 1,336 6,207 Google Video 839 4,925 Photobucket 767 1,597 Apple 548 1,820 DisneyChannel.com 444 3,687 Veoh 415 8,263 Metacafe 372 1,936 Facebook 360 1,132 Source: Nielsen Online, VideoCensus
Nielsen Online today also released April 2008 U.S. topline VideoCensus Results, including overall video usage.
Table 6: Overall Online Video Consumption for April 2008 (U.S., Home, Work) Apr-08 Mar-08 % Change Unique Viewers (000) 119,626 115,366 3.7% Total Streams (000) 7,613,847 6,967,963 9.3% Streams per Viewer 63.6 60.4 5.3% Time per Viewer (min) 142.8 137.3 4.0% Source: Nielsen Online, VideoCensus (Excludes video advertising; includes both streaming and progressive downloads.) Table 7: Top 10 Brands by Video Streams for April 2008 (U.S., Home, Work) Video Brand Total Streams (000) Unique Viewers (000) YouTube 4,052,984 73,537 Fox Interactive Media 328,974 20,855 Yahoo! 221,600 22,179 Nickelodeon Kids and Family Network 151,828 6,323 MSN/Windows Live 149,684 9,873 ESPN 125,327 5,477 Disney Online 93,649 7,219 CNN Digital Network 84,782 5,681 Turner Entertainment New Media Network 81,586 6,513 hulu 63,228 2,428 Source: Nielsen Online, VideoCensus (Excludes video advertising; includes both streaming and progressive downloads.)
About VideoCensus:
Nielsen Online’s VideoCensus is the first and only syndicated online video measurement service to combine patented panel and census research methodologies, providing an accurate count of viewing activity and engagement along with in-depth demographic reporting.
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.
About The Nielsen Company:
The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), 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 Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.
Media Contacts: Suzy Bausch (415) 617-0181 Michelle McGiboney (408) 941-2930 [email protected]
SOURCE: The Nielsen Company
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