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YouTube accounts for 58% of global online video streams

YouTube accounts for 58% of global online video streams

YouTube remains the world’s biggest video web brand, with 5.5 billion total streams in April, according to Nielsen Online.

The Google-owned brand accounted fro 58% of all video streams in April and continues to dominate the marketplace, although pure-play providers such as Hulu and the TV networks are growing fast.

Hulu increased 490% in total streams year-on-year, from 63.2 million in April to 2008 to 373.3 million in April 2009, ranking it second to YouTube and making it the fastest growing brand among the top 10. It was followed by Yahoo!, Fox Interactive Media and Nickelodeon Kids and Family Network.

“Historically short form, clip-length video has ruled streaming on the Web?as demonstrated by YouTube’s top spot month after month,” said Jon Gibs, vice president, media & analytics, Nielsen Online.

“Hulu, along with pure-play providers like Veoh and the TV networks, have spent the past two years trying to convince consumers that the Internet can be a good place to watch full length programming as well. April’s strong showings of Hulu, Fox, and ABC suggest that consumers are beginning to listen.”

In April 2009, people between the ages of 35 and 49 were the fastest growing demographic in time spent viewing per viewer, increasing 29 percent during the past six months. This was 13 percentage points higher than the growth of time spent viewing per viewer for the overall market, which increased 16% over the same 6-month period.

“Despite what many believe, it is not the young, tech-savvy, early-adopters who are attracted to long-form video. In fact, we see that it is the older crowd, viewers 35+, who gravitate toward long-form video, with sites like Hulu acting as a perfect example of this,” said Gibs.

“And advertisers are paying attention. They see long-form video sites like Hulu as a safe bet for online advertising, recognising that their key audiences are there and more willing to sit through an online advertisement while watching a favourite show, much as they do with the TV.”

In April 2009, three of the top five sites—Hulu, ABC.com and NBC.com—ranked by time spent viewing among people 35 to 49 were sites with long-form video. Compared to six months ago, only one of the top five was a long-form video viewing destination.

 

Nielsen_video_April 

AJR
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