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BizReport : Trends & Ideas archives : February 26, 2009

Nielsen: America's video consumption at all time high

America's appetite for video isn't waning, according to new findings from Nielsen. If anything, it increased to record levels in the final quarter of 2008, as consumers digest programming on television, the Internet and their mobile devices.

by Helen Leggatt

Nielsen's "A2/M2 Three Screen Report" for Q4 08 found that despite video being available on more than one screen, consumers are still turning on the television. In fact, Americans watched more than 151 hours of TV each month throughout Q4 - an all time high.

Online video viewing is up, too - 2 hours and 53 minutes on average per month in Q4 vs. 2 hours and 31 minutes per month in Q3.

However, it appears that online video watching is taking place while watching television. Nielsen found that 31% of Internet activity occurs when consumers are also watching television.

"The American fascination with television and other video content is not easing up, as consumers keep turning to TV, Internet and mobile at record levels," said Susan Whiting, vice chair of The Nielsen Company, in a recent blog post. "Viewers appear to be choosing the best screen available for their video consumption, weighing a variety of factors, including convenience, quality and access."

It's 18-24 year olds that are spending the most time watching online video at 5 hours and 3 minutes on average per month. Mobile video watching is also on the rise with the adoption of iPhones and other video-friendly, mobile-Web devices. Nielsen found that 11 million Americans are now watching video on their handheld devices, an increase of 9% from Q3 to Q4.

Tags: Internet, mobile devices, Nielsen, screens, television, video

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