Streaming Killed The Video Star?

STREAMING KILLED THE VIDEO STAR? In-Home Online Streaming vs. Traditional TV Viewership According to the latest 2011 Nielsen Cross-Platform report, interesting trends are emerging in the realm of video viewership that reflect the growing mobility of Americans today. It raises the question: is online video indeed giving network television a run for its money? FROM THE COUCH TO THE COMPUTER CHAIR While Lightest TV Watchers Are Streaming More Content at Home The Nielsen Cross-Platform report divided its survey participants into groups based on how much they access video from various forms of media. TV VIEWERS TV Viewers Those who are light TV watchers are viewing more online content at home than any of the other groups. HEAVIEST USERS LIGHTEST USERS 2010 (Q4) 2011 (Q1) (More Streaming) (More Streaming) /3.8 577.8 598 Average Daily Minutes Average Daily Minutes Average Daily Average Daily Minutes 319.1 2 Minutes 335.9 2 Spent Watching Spent Streaming Spent Watching Spent Streaming 2.3 219.1 3 TV Content TV Content 2.2 229.8 3 Online Online 141.1 4 146.7 4 2.8 2.1 56.6 57.9 2.5 (Less TV) (Less TV) The Younger Set Adopts Online Streaming More Enthusiastically Average Amount of Time Each Age Group Spends in a Week Doing the Following Activities (Hours:Minutes) 2 - 11 yr. olds 12 - 17 yr. olds 18 - 24 yr. olds 25 - 34 yr. olds 35 - 49 yr. olds 50 - 64 yr. olds 65+ yr. olds Watching Traditional TV 26:31:00 24:21:00 26:28:00 30:34:00 36:23:00 44:54:00 49:17:00 Watching Video on Internet 0:48:00 0:38:00 0:07:00 0:20:00 0:57:00 0:25:00 O:12:00 Watching Video on a Mobile Phone N/A 0:20:00 O:15:00 0:10:00 0:05:00 0:02:00 0:01:00 18 to 24-year-olds make up the bulk of those who stream content online, and adults aged 50 to 64 make up 25%-the largest segment-of the traditional TV audience. More Women Glued to the Tube, While More Men Turn to Online Videos Watching Video on Traditional TV Watching Video on Internet 3 hours 48 minutes 166 hours 5 hours 25 minutes 20 minutes 150 hours 53 minutes MOST POPULAR DESTINATIONS FOR ONLINE VIDEOS Most Popular Online Video Destinations (May 2011) [Total Streams] R.I.P. 852 million 267 million 8.9 billion 149 million You Tube hulu msn Turner 150 million Dailymotion 415 million 193 million 149 million AOL O 135 million 121 million VEVO YAHOO! facebook CBSO IN PERSPECTIVE: TV STILL RULES BUT ONLINE VIDEOS CREEPING UP The Growth of Online Videos Total Streams Unique Viewers Streams Per Viewer Time Per Viewer MAY 2009 10 billion 134 billion 3 hours 9 minutes 75.1 MAY 2010 10 billion 136 billion 72.3 3 hours 10 minutes MAY 2011 15 billion 145 billion 103.6 4 hours 20 minutes Growth of TV Growth of In-Home Viewing From Last Year +35% +0.2% Streaming from Last Year WISTIA Created By COLUMN FIVE SHARE VIDEO LIKE A BOSS Sources: Nielsen. "The Cross-Platform Report: Quarter 1, 2011." | Nielsen.com | HuffingtonPost.com