Blog Post

Nielsen: Overall Stats Up, Bing Gets Dinged on Streams

July was a big month for online video, according to new numbers from Nielsen. Stats were up across the board, with more than 11 billion total streams served to nearly 136 million unique viewers. The total streams for July were up more than 30 percent year over year and more than 11 percent month over month. The number of uniques was up 14 percent year over year, but only 1.2 percent month over month.

Of course, July was an anomalous month, as Michael Jackson’s funeral was streamed online and generated worldwide attention (and massive traffic), and there was a halo effect, with people watching old Jackson videos.

Table 1: Overall Online Video Usage (U.S.)
Jul-09 Year-Over-Year Month-Over-Month
Unique Viewers (000) 135,977 14.2% 1.2%
Total Streams (000) 11,200,093 31.4% 11.1%
Streams per Viewer 82.4 15.1% 9.7%
Time per Viewer (min) 211.6 42.2% 12.1%

Source: Nielsen VideoCensus
Note: Includes progressive downloads and excludes video advertising

On an individual brand basis, after enjoying a nice bump last month, the total streams served by Microsoft’s (s MSFT) MSN/Windows/Bing combo dropped to 187 million in July, down from 195.6 million in June. There was a silver lining for the folks in Redmond: The number of unique users grew in July to 17.7 million, up from 16 million in June.

Table 2: Top Online Brands ranked by Video Streams for July 2009 (U.S.)
Video Brand Total Streams (000) Unique Viewers (000)
YouTube 7,010,772 104,541
Hulu 383,779 10,299
Yahoo! 265,570 29,948
MSN/WindowsLive/Bing 187,994 17,790
Nickelodeon Kids and Family Network 179,666 7,251
Turner Sports and Entertainment Digital Network 155,075 7,930
Fox Interactive Media 151,622 14,692
MTV Networks Music 119,101 6,887
CNN Digital Network 109,221 11,680
Blinkx 86,398 268

Source: Nielsen VideoCensus
Note: Includes progressive downloads and excludes video advertising

Hulu had the opposite situation as the Bing folks, with streams passing 383 million in July (up from 348 million in June), though going to fewer people, with 10.2 million unique viewers in July compared with 10.6 million in June.

For its part, YouTube (s GOOG) continued to chug along, with more than 7 billion video streams served in July (up from 6.1 billion in June) and more than 104 million unique visitors (up from 99 million).

While it’s nice to compare month-to-month results from Nielsen, we have been frustrated with some of their irregularities in the past.