Hulu generated more than 142 million streams in September, as the premium content site continues its steady climb up the Nielsen VideoCensus rankings of the top brands on the web.

Hulu generated more than 142 million streams in September, as the premium content site continues its steady climb up the Nielsen VideoCensus rankings of the top brands on the web.

Hulu’s rise has been an strong and steady one. It had 1.7 million plays in February — while it was still in restricted beta. In April, the site cracked the top 10 for the first time ever, with more than 63 million plays. Then in July, Hulu broke the 100 million play-mark.

Nielsen doesn’t recommend doing month-to-month comparisons of its data as it says it’s constantly tweaking the system, but the overall picture is undeniable. In less than a year, the NBC/Fox joint venture has gone from nothing to No. 6, edging out established brands like ESPN and MTV. And the numbers for October should be even bigger as Hulu’s been one of the few places to catch those red-hot Sarah Palin SNL sketches, live-streams of the debates, and network shows that are still premiering.

Sure, YouTube may trounce the competition with big fancy numbers like 5.3 billion streams — but YouTube can reportedly only monetize 4 percent of its videos, whereas Hulu can monetize all of its content.

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  1. Megavideo is on this list?

  2. There are some very tidbits in here. First, this states that the average YouTube viewer watched at least 65 videos per month. Using that same evaluation, the following companies have enormous growth potential (in total streams) by increasing the average # of videos viewed: CBS, Disney, MLB, Yahoo!, ABC, NBC Universal, AOL Media.

    It would be debatable as the reason for such low avg views per person (content, discoverability, ubiquity, format, etc), but may be an easier solution than trying to capture audiences away from YouTube.

  3. Hulu’s growth has been very impressive. Kudos to them!

    To your point on monetizable video. This is an important measure for marketers. From a pure video perspective, the monetizability of YouTube videos is same as the number 2 and 3 – Yahoo! and Fox. However, monetization of YouTube via other means such as display ads, companion banner, sponsorships will garner greater revenue vs. other sites. They simply great audience reach.

  4. Stefan Hayden Monday, October 27, 2008

    you make 4% sound so small but it end up being about 214,000 videos. If you only counted videos they could monetize it would still be the 3rd largest video site.

    Hulu definitely deserves to be in second behind youtube and I’ll sure it will march right up to that spot in no time.

  5. Hulu Doing Great, But Why So Shy about Numbers? « NewTeeVee Wednesday, October 29, 2008

    [...] York Times and USA Today. The company shared some nice stats, like its impressive Nielsen numbers (our story) and its viewers’ receptiveness to ads. For instance, a study of four brands showed Hulu [...]

  6. Hulu Continues To Shine | Profiles Galore & Impressive Stats… All Via Word Of Mouth Thursday, October 30, 2008

    [...] statistics speak for themselves. The most recent Nielsen Online Web viewing figures show that Hulu generated more than 142 million streams during September in the U.S. They’re [...]

  7. They suck. We’re better hulahoop and other services have Hawaii 5-0, I mean, who watches that? We have Entourage, The Hills, and everything else – you know, shows people actually watch.


  8. G.1440 Tech Blender — IT Staffing and Development: Sage Advice, Insight & Delight » Blog Archive » Online Video Ads – Reach a Focused Audience Tuesday, November 11, 2008

    [...] online video is catching on.  Hulu showed 142 million videos in September from major networks, and one firm estimates that 20% of Americans watch prime-time shows over [...]

  9. Network TV and the Web: Fox’s Take « NewTeeVee Sunday, November 23, 2008

    [...] have a significant traffic lead, rising to the No. 6 video site in the 8 months since its launch, according to Nielsen, and seeing an 87 percent increase in unique visitors from September to October, according to [...]

  10. Weekday Online Vid Watching Trumps Weekends: Nielsen « NewTeeVee Wednesday, December 17, 2008

    [...] in Yahoo’s numbers literally knocked them down a peg in the revised September rankings. Nielsen originally had Yahoo ranked at No. 2 in video streams, with more than 264 million streams, but that number was [...]

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