Who's doing what....
More Adults Online, But Kids Consuming More Content
Nielsen Online recently announced that per person, kids consumed more streams than those over 18, and spent more time watching online video from home. Kids 2-11 viewed an average of 51 streams and 118 minutes of online video per person during the month, while teens 12-17 viewed an average of 74 streams and 132 minutes of online video.
| Monthly Online Video Consumption among Kids, Teens and Adults (U.S., Home Only, April 2008) | ||||
| Age | Unique Viewers (000) | Unique Viewer Comp % | Streams per Viewer | Min per Viewer |
| 2-11 | 7,966 | 8.4 | 51.0 | 117.9 |
| 12-17 | 11,632 | 12.3 | 74.2 | 132.4 |
| 18+ | 75,122 | 79.3 | 44.3 | 99.4 |
| Source: Nielsen Online, VideoCensus, June 2008 | ||||
Michael Pond, senior media analyst, Nielsen Online, says "Today's youth don't know - or don't remember - a time when they weren't going online, so their adoption of online video has been seamless... the ‘at home' data show how kids and teens are driving usage... "
Younger children gravitate towards sites associated with well-known children's toys and TV programming, says the report, while teens go online to watch music videos, movie trailers and clips of other visitors.
Disney Records led online video destinations among kids 2-11 when ranked by unique viewer composition percent, followed by EverythingGirl.com and MyePets.
The Web provides another platform for their interest in TV shows, toys, movies and music, and offers an interactive element that children especially enjoy.
| Top 10 Online Video Destinations: Age 2-11 (U.S., Home, April 2008) | ||
| Brand/Channel | Unique Viewer Composition % | 2-11 Unique Viewers (000) |
| Disney Records | 49.6 | 179 |
| EverythingGirl.com | 48.0 | 161 |
| MyePets | 47.6 | 161 |
| JETIX | 46.9 | 159 |
| Playhouse Disney | 43.9 | 340 |
| PBS Kids | 43.1 | 281 |
| LEGO | 40.9 | 137 |
| NickJr | 39.6 | 718 |
| Barbie | 39.6 | 105 |
| Nick | 39.3 | 1,009 |
| Source: Nielsen Online, VideoCensus, June 2008 | ||
Stickam was the top online video destination among teens 12-17, who accounted for 44 percent of that site's unique viewers, followed by Buzznet.com and Atlantic Records, with 43 percent each.
| Top 10 Online Video Destinations: Age 12-17 (U.S., Home, April 2008) | ||
| Brand/Channel | Unique Viewer Composition % | 12-17 Unique Viewers (000) |
| Stickam | 44.3 | 106 |
| Buzznet.com | 42.9 | 310 |
| Atlantic Records | 42.7 | 273 |
| Epic Records | 41.5 | 180 |
| bebo | 40.2 | 114 |
| Funnyjunk.com | 40.1 | 123 |
| NABBR | 37.4 | 1,336 |
| GamesRadar | 34.6 | 180 |
| Paramount Films | 33.8 | 198 |
| Photobucket | 30.7 | 767 |
| Source: Nielsen Online, VideoCensus, June 2008 | ||
TOP ONLINE VIDEO DESTINATIONS FOR KIDS AND TEENS BY AUDIENCE SIZE
| Top 10 Online Video Destinations: Age 2-11 (U.S., Home) | ||
| Brand/Channel | 2-11 Unique Viewers (000) | 2-11 Total Streams (000) |
| YouTube | 4,129 | 252,405 |
| DisneyChannel.com | 1,324 | 11,843 |
| Nick | 1,009 | 16,366 |
| Disney.com | 842 | 4,926 |
| Myspace.com | 827 | 13,689 |
| NickJr | 718 | 18,619 |
| Buena Vista Online Entertainment | 455 | 1,301 |
| Cartoon Network | 431 | 9,096 |
| Playhouse Disney | 340 | 1,983 |
| Google Video | 323 | 1,080 |
| Source: Nielsen Online, VideoCensus, June 2008 | ||
| Top 10 Online Video Destinations: Age 12-17 (U.S., Home, April 2008) | ||
| Brand/Channel | 12-17 Unique Viewers (000) | 12-17 Total Streams (000) |
| YouTube | 8,916 | 609,981 |
| Myspace.com | 3,493 | 62,810 |
| NABBR | 1,336 | 6,207 |
| Google Video | 839 | 4,925 |
| Photobucket | 767 | 1,597 |
| Apple | 548 | 1,820 |
| DisneyChannel.com | 444 | 3,687 |
| Veoh | 415 | 8,263 |
| Metacafe | 372 | 1,936 |
| | 360 | 1,132 |
| Source: Nielsen Online, VideoCensus, June 2008 | ||
| Overall Online Video Consumption for April 2008 (U.S., Home, Work) | |||
|
| Apr-08 | Mar-08 | % Change |
| Unique Viewers (000) | 119,626 | 115,366 | 3.7% |
| Total Streams (000) | 7,613,847 | 6,967,963 | 9.3% |
| Streams per Viewer | 63.6 | 60.4 | 5.3% |
| Time per Viewer (min) | 142.8 | 137.3 | 4.0% |
| Source: Nielsen Online, VideoCensus June, 2008 (Excludes video advertising; includes both streaming and progressive downloads.) | |||
| Top 10 Brands by Video Streams for April 2008 (U.S., Home, Work) | ||
| Video Brand | Total Streams (000) | Unique Viewers (000) |
| YouTube | 4,052,984 | 73,537 |
| Fox Interactive Media | 328,974 | 20,855 |
| Yahoo! | 221,600 | 22,179 |
| Nickelodeon Kids and Family Network | 151,828 | 6,323 |
| MSN/Windows Live | 149,684 | 9,873 |
| ESPN | 125,327 | 5,477 |
| Disney Online | 93,649 | 7,219 |
| CNN Digital Network | 84,782 | 5,681 |
| Turner Entertainment New Media Network | 81,586 | 6,513 |
| hulu | 63,228 | 2,428 |
| Source: Nielsen Online, VideoCensus, June 2008(Excludes video advertising; includes both streaming and progressive downloads.) | ||
For more information, please visit Nielsen here.
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