Blog Post

Nielsen: August is No Slouch, Vids Viewed Up 41%

We wondered if the high video traffic Nielsen recorded in July would be anomalous in light of Michael Jackson’s funeral, and if there would be a drop in August as people went on vacation. But new numbers from Nielsen show that August was a robust month, with more than 139 million unique viewers watching more than 11.3 billion videos. This was a slight gain over the stats from July 2009, but a 41 percent jump over August of last year.

Table 1: Overall Online Video Usage (U.S.)
Aug-09 Year-Over-Year Month-Over-Month
Unique Viewers (000) 139,176 18.0% 2.4%
Total Streams (000) 11,363,819 41.0% 1.5%
Streams per Viewer 81.7 19.6% -0.8%
Time per Viewer (min) 204.9 38.6% -3.2%

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

Interestingly, while the overall number of video views is up, on an individual brand basis playcounts were mostly down in August compared to July. Only YouTube and Hulu saw gains in the number of streams served from month to month, with more than 7.1 billion and 392.5 million streams, respectively, though Hulu dropped in the number of unique viewers. Much of the rest of the rankings remained the same (for some reason, Nielsen only sent out a top nine brands instead of 10; we’ve asked for clarification and will update as we learn more).

Table 2: Top Online Brands ranked by Video Streams for August 2009 (U.S.)
Video Brand Total Streams (000) Unique Viewers (000)
YouTube 7,188,638 107,730
Hulu 392,545 9,894
Yahoo! 226,601 28,402
MSN/WindowsLive/Bing 180,603 17,244
Nickelodeon Kids and Family Network 158,790 6,376
Turner Sports and Entertainment Digital Network 151,606 7,826
Fox Interactive Media 149,304 14,823
Disney Online 103,992 9,524
MTV Networks Music 102,021 6,227

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