Technology | Media | Telecommunications

Thursday, February 21, 2008

Online Video Growth Creates New Primetime

Nielsen Online announced the full release of their VideoCensus. Early findings reveal differences in how men and women consume video content and that online there is a new prime-time.

"The growth projections for both online video consumption and video advertising revenue are phenomenal, and the market requires an innovative approach to measurement. The driving force behind the development of VideoCensus was the unanimous call from our clients to deliver the most relevant and accurate dataset possible," said Dave Osborn, vice president, video measurement and media products, Nielsen Online.

"With this release, we've taken a huge step in addressing the market's need to harmonize panel- and server-based metrics and we are delighted by the accolades of major industry players who are supporting our forward thinking approach," he continued.

Video streams at broadcast network TV Web sites were nearly two times more likely to be viewed by women age 18-34 than men, who accounted for 22 percent and 12 percent of streams, respectively.

For the top four Consumer Generated Media Web sites, streams were two and a half times more likely to be viewed by men 18-34 than women, who accounted for 27 percent and 11 percent of streams, respectively.

"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," said Michael Pond, media analyst, Nielsen Online. "With shorter clips and a viral nature, CGM Web sites are much more about discovery, and consumers are likely to view content on more than one."

Nielsen Online reported that streaming activity at the top network TV Web sites over-indexed during the weekday lunchtime hours of 12 p.m. to 2 p.m. At consumer generated media Web sites, the most popular time for viewing was during late night hours on the weekend, between 11 p.m. and 6 a.m.

These results indicate that the largest appetite for streaming broadcast content is during the noontime hours, when viewers take a break from work to catch up on the shows they enjoy.

Primetime visitors to network Web sites primarily enhance their TV viewing experience with features like online voting, Web-only promotions and other program specific content, although there is some interest in streaming network content during the evening as well.