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BizReport : Research archives : July 16, 2009

Nielsen: Online video sees 34% increase

When it comes to video, the audience is eating it up. According to new research from The Nielsen Company, year on year online video streams increased by 34%. The report finds that unique viewers, total video streams, streams per viewer and time spent all saw dramatic increases from June 2008 to June 2009.

by Kristina Knight

Here are the details:

• Unique viewers increased 12%, reaching just over 1.34 million
• Total streams increased 33.9%, reaching 10 billion streams
• Each viewer watched 75 streams, a 19% increase
• Each viewer watches 188 minutes of video clips, a 36% increase

For purposes of the report, a 'unique viewer' is anyone who watched a full episode or clip and streams do not include videos served with the content.

This is not the only news of note for online video. According to a recent Frank Magid Associates report, online video has hit critical mass, with about 77% of US consumers watching video clips online. Most of these clips are served through Google's YouTube hub, but full-episode sites such as or the actual network sites are gaining ground as consumers search for more and more content.

This is also a sign to marketers that video is not going away. Although finding the right video niche can be hard, the struggle could be worth the wait as consumers have noted that rather than paying for video content, they are willing to watch contextually relevant ads. This trend is also seen in the online gaming ad space, where consumers are looking for free entertainment.

Tags: Nielsen Company, online video, video ads, video advertising

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