While 99 percent of video is watched on a TV in the U.S., in the third quarter DVR use and online video grew 21.1 percent and 34.9 percent respectively, year-over-year, according to the latest Nielsen A2/M2 Three Screen Report.
Americans spent 129 hours and 16 minutes per month watching TV in the latest 3-month period, seven hours and 12 minutes watching time-shifted TV, and three hours and 24 minutes watching online video.
While there was a slight dip in TV viewing, don’t get too giddy: Nielsen said last year’s numbers were a little skewed thanks to the Olympics and the presidential election.
Mobile video consumption grew 53 percent over the same period last year, with 15.7 million Americans watching video on their handsets. Teen mobile subscribers who watch video on a mobile phone spent seven hours and 13 minutes doing so in the third quarter of 2009.
Nielsen also noted the increasing popularity of social networks in online video viewing. Time spent watching video on social-networking sites increased 98 percent from October 2008 to October 2009. Earlier this month, Nielsen data showed Facebook to be the No. 3 video site, right behind YouTube (s GOOG) and Hulu.
With services like Comcast’s (s cmcsa)
OnDemand Online Xfinity set to launch imminently, it will be interesting to see if/how the consumption patten changes. Nielsen has accelerated the rollout of its cross-platform measurement, which will integrate TV and online video viewing measurement. This cross-platform measurement will be essential for TV Everywhere services to be adopted, so that networks ensure all of the eyeballs on their programming are being counted.
Check out Nielsen’s full presentation on extended screen measurement from the recent NewTeeVee Live conference.