Monday, November 12, 2012
Online Video Continues Growth
As for which streaming service generated the most time viewing and the highest level of engagement with its content - that was Netflix. Netflix users streamed an average of 11 hours of video a month, compared to Hulu and YouTube users, who averaged a little over 4 hours each.
In terms of videostreaming sports sites, ESPN Digital topped out at 15 million, up 25% from the previous month.
The increased use of streaming video - and the increasing time viewing - in Nielsen's sample based report reinforces the September numbers from comScore (which is based on online activity). The comScore numbers are higher - 181 million Internet users watching online video, 39 billion videos streamed, averaging 1399 minutes per viewer (23+ hours) in September - but show similar growth over past numbers. comScore rolls YouTube watching in with videos streamed from other Google sites, but still Google/YouTube dominates online streaming (13 billion video streams served, with the next highest group coming in at 741,000), and leads but doesn't dominate online advertising (5 groups streamed more than 1 billion online ads). Hulu, though, delivered the most ads per user (51), compared to about 20 for the Google sites.
Sources - Video Viewing Rises: Netflix Viewers Watch 11 Hours Per Month, Nearly Triple Other Sites, VidBlog
September 2012: Top U.S. Online Video Sites and Sports Brands, Nielsenwire (press release)
comScore Releases September 2012 U.S. Online Video Rankings, comScore press release