Men and women consume online video differently, and a new primetime has emerged online, according to (pdf) findings from Nielsen Online‘s initial full release of its new VideoCensus syndicated measurement service.
Below, some of those findings.
Women vs. Men
Women lead online network TV viewing, whereas men are drawn to consumer-generated media (CGM), Nielsen’s data for December ’07 found:
Network TV Viewer Loyalty
Among network TV websites, there was relatively low viewer overlap:
Among CGM websites, however, most viewers also watched video content on YouTube:
“Network websites are destinations for fans to deepen their experience – they go to see favorite scenes, episodes and outtakes. These viewers are very loyal and engaged and the website is a place to become immersed in the program,” said Michael Pond, media analyst, Nielsen Online.
“With shorter clips and a viral nature, CGM websites are much more about discovery, and consumers are likely to view content on more than one.”
New Primetime Online
“[T]he largest appetite for streaming broadcast content is during the noontime hours, when viewers take a break from work to catch up on the shows they enjoy,” said Pond.
“Primetime visitors to network websites primarily enhance their TV viewing experience with features like online voting, web-only promotions and other program specific content, although there is some interest in streaming network content during the evening as well,” Pond said.
US Video Consumption Metrics (Excludes Video Advertising)
The No. 1 video site in December was YouTube, with 2.6 billion streams during the month, followed by Yahoo with 371.9 million streams and Fox Interactive Media with 364.1 million streams.
Top 10 online video kids, games & toys destinations:
About VideoCensus: Nielsen Online’s VideoCensus is a syndicated online video measurement service that combines patented panel and census research methodologies to provide a count of viewing activity and engagement along with demographic reporting.
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