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BizReport : Research archives : March 15, 2010

Online video up 10% YoY

The online video consumer base just keeps getting better. According to the latest numbers from NielsenWire online video usage increased by more than 10% in February, even though unique viewers decreased by about 1% for the month.

by Kristina Knight

What this means is that even though the physical consumer viewer numbers may fluctuate there is a core group who continue to increase the amount of time spent with online video.

What is perhaps most interesting about the February numbers is that nearly every category decreased month-to-month even as the year-to-year numbers showed significant increases. Unique viewers increased by 10% for the year but decreased by 1% for the month. Total streams increased by almost 16% (year) but decreased 6.9% (month). Streams per viewer increased by about 5% (year) but decreased nearly 6% (month). Finally, time spent per viewer increased by just over 7% (year) but decreased almost 4% (month).

These month-to-month decreases appeared even with the February video blockbuster we called the Winter Olympics. Huge consumer numbers tuned into online streams, coverage and live action online to keep up with their favorite winter athletes and sports.

Meanwhile, comScore reports similar happenings from December 2009 to January 2010. According to comScore's January numbers video views (US) increase more than 100% for the year even as month-to-month video clips viewed decreased by nearly 1 million clips.

Will the NCAA Men's Basketball Tournament (March Madness) push the unique viewer numbers back up? We will have to wait until April to find out; what is clear is that many consumers will log on to follow their favorite teams and athletes, giving marketers an opportunity to connect.

Tags: comScore, NielsenWire, online video, video advertising, video viewers

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