More Americans Watch Online Video

June 17, 2010

Following a year-over-year decline in online video viewership in April 2010, more Americans watched online video in May 2010 than May 2009, according to VideoCensus data from The Nielsen Company.

136 Million View Online Video
About 135.9 million unique viewers watched online video in the US in May 2010, a 1.6% year-over-year increase from 133.7 million and 1.8% month-over-month increase from 133.5 million. The average viewer watched 72.3 video streams, a 3.7% annual decline but 2.6% monthly increase. This totaled about 9.8 billion video streams for the month, down 2.2% from May 2009 but up 2.6% from April 2010.

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The average viewer spent 190 minutes watching online video in May 2010, up 0.6% year-over-year and 4.8% month-over-month.

Google Monthly Viewership Rises 50%
Although Google was the fourth-ranked online brand by unique viewer, with 18.85 million, it experienced the largest month-over-month rate of unique viewer increase (50.7%) among the top 10 brands. Third-ranked Yahoo, with 24.2 million unique viewers, had the largest month-over-month rate of unique viewer decline (12.3%).

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YouTube led all brands for the most unique viewers during May 2010 (101.34 million), good for 4.4% month-over-month growth. Facebook came in second with 26.2 million unique viewers and 8% month-over-month growth.

Hulu Has Highest Monthly Stream Growth
Hulu, ranked second among online brands for total streams (813 million), had the best rate of growth among the top 10 brands (18.2%). Yahoo, ranked fourth with 170.5 million streams, also had the highest rate of month-over-month decline in this category (16.5%).

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YouTube held a dominant lead among all brands for total streams (5.28 billion) and reported healthy 6.8% month-over-month growth.

iG, Nickelodeon More than Double Growth in Time Spent
Two online brands ranked among the top 10 for average time spent per viewer more than doubled the average time between April and May 2010. Spanish-language video site iG, which ranked second with average time per viewer of 228 minutes, grew that figure by 105% from April 2010. Nickelodeon Family & Parents ranked ninth with average time per viewer of 109 minutes, increased its time average by 120% from the previous month.

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Chinese video hosting service Youku, which ranked eighth with average time per viewer of 112 minutes, had the worst month-over-month decrease (25.4%). Online movie rental service Netflix dominated all brands in average time spent with a figure of 511 minutes, up 19.5% from April 2010.

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