Men in the 18-34 age group accounted for 27% of viewed video streams in December on the four leading consumer-generated video sites—YouTube.com, MySpace.com, Veoh.com and Break.com—compared to 11% of video streams viewed by women in the same age group, says a report from the new VideoCensus measurement service of Nielsen Online.
Women in the same age group, however, were more likely than men to view video content on network TV web sites, where they accounted for 22% of video viewings, compared to 12% for men, Nielsen says.
Consumer response to online videos in online networks is increasingly important to retailers and other marketers who are learning how to promote their brands and induce sales through distributed videos. “Comprehensive measurement of the online digital video landscape is equally important to marketers and publishers,” says Judit Nagy, vice president, consumer insights, for Fox Interactive Media.
The Nielsen report also notes that video viewing on network TV sites results in little overlap in viewers visiting more than one site among ABC.com, NBC.com, CBS TV and Fox Broadcasting. But visitors to MySpace.com, Veoh.com and Break.com were highly likely to also view videos on YouTube.com, the report says.
“Network web sites 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 web site is a place to become immersed in the program,” says Michael Pond, media analyst, Nielsen Online. “With shorter clips and a viral nature, consumer-generated media web sites are much more about discovery, and consumers are likely to view content on more than one.”
In total, network TV and consumer-generated video sites in December attracted 116.7 million unique viewers, or 73% of active web users, who watched 6.2 billion video streams. YouTube led all video sites with 67.16 million unique viewers who watched 2.64 billion video streams, Nielsen says.
Following are the top 10 online video destinations for December cited by VideoCensus, with total video streams and number of unique viewers in millions:
YouTube, 2,635; 67.16
Yahoo, 371.92; 26.60
Fox Interactive Media, 364.11; 18.65
Nickelodeon Kids and Family Network, 177.46; 6.97
MSN/Windows Live, 111.70; 7.17
ESPN, 110.48; 6.82
Disney Online, 104.80; 9.0
Turner Entertainment New Media Network, 74.80; 4.87
Google, 60.11; 10.66
Veoh, 57.92; 2.13
Unique monthly viewers are counted only once regardless of how many times they visited a site.
Following are the top 10 online video destinations for kids, games and toys cited by VideoCensus, with total video streams and number of unique viewers in millions:
Nickeolodeon Kids and Family Network, 177.46; 6.97
Disney Online, 104.80; 9.0
Cartoon Network, 25.40; 1.20
PBS Kids, 5.08; 0.63
EverythingGirl.com, 2.94; 1.26
AG Properties Network, 2.07; 0.13
LEGO, 2.00; 0.37
Yahoo Kids, 1.70; 1.10
4Kids Entertainment Network, 1.58; 0.12
AOL KOL (Kids) 1.58; 0.39
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