Kids and Teens Consume Most Online Video Content

Kids and Teens Consume Most Online Video ContentNielsen Online, a service of The Nielsen Company, today announced that per person, kids consumed more streams than those over 18, and spent more time watching online video from home in April (see Table 1). Kids 2-11 viewed an average of 51 streams and 118 minutes of online video per person during the month, while teens 12-17 viewed an average of 74 streams and 132 minutes of online video. Those over 18 viewed an average of 44 streams and 99 minutes of online video.

Table 1: Monthly Online Video Consumption among Kids, Teens and Adults(U.S., Home Only, April 2008)
AgeUnique Viewers (000)Unique Viewer Comp %Streams per ViewerMin. per Viewer
2-117,9668.451.0117.9
12-1711,63212.374.2132.4
18+75,12279.344.399.4

The top 10 online video destinations for kids 2-11 and teens 12-17 demonstrate that kids pursue similar interests both online and off. Younger children gravitate towards sites associated with well-known children's toys and TV programming, while teens go online to watch music videos, movie trailers and clips of other visitors (see Tables 2 and 3).

Disney Records led online video destinations among kids 2-11 when ranked by unique viewer composition percent, with 50 percent. EverythingGirl.com and MyePets followed with 48 percent each. Stickam was the top online video destination among teens 12-17, who accounted for 44 percent of that site's unique viewers, followed by Buzznet.com and Atlantic Records, with 43 percent each.

"Today's youth don't know — or don't remember — a time when they weren't going online, so their adoption of online video has been seamless," said Michael Pond, senior media analyst, Nielsen Online.

"And while video consumption in the workplace increases usage metrics among adults, the 'at home' data show how kids and teens are driving usage and claiming their territory. The Web provides another platform for their interest in TV shows, toys, movies and music, and offers an interactive element that children especially enjoy. Among the top sites for the younger demographic we see publishers that are integrating video into games, music and other content to drive engagement with this multi-media generation.”

TOP ONLINE VIDEO DESTINATIONS FOR KIDS AND TEENS BY COMPOSITION

Table 2: Top 10 Online Video Destinations: Age 2-11 (U.S., Home)
Brand/ChannelUnique Viewer Composition %2-11 Unique Viewers (000)
Disney Records49.6179
EverythingGirl.com48.0161
MyePets47.6161
JETIX46.9159
Playhouse Disney43.9340
PBS Kids43.1281
LEGO40.9137
NickJr39.6718
Barbie39.6105
Nick39.31009
Source: Nielsen Online, VideoCensus
100,000 Unique Viewer Minimum
Table 3: Top 10 Online Video Destinations: Age 12-17 (U.S., Home)
Brand/ChannelUnique Viewer Composition %12-17 Unique Viewers (000)
Stickam44.3106
Buzznet.com42.9310
Atlantic Records42.7273
Epic Records41.5180
bebo40.2114
Funnyjunk.com40.1123
NABBR37.41336
GamesRadar34.6180
Paramount Films33.8198
Photobucket30.7767
Source: Nielsen Online, VideoCensus
100,000 Unique Viewer Minimum


TOP ONLINE VIDEO DESTINATIONS FOR KIDS AND TEENS BY AUDIENCE SIZE

Table 3: Top 10 Online Video Destinations: Age 12-17 (U.S., Home)
Brand/ChannelUnique Viewer Composition %12-17 Unique Viewers (000)
Stickam44.3106
Buzznet.com42.9310
Atlantic Records42.7273
Epic Records41.5180
bebo40.2114
Funnyjunk.com40.1123
NABBR37.41336
GamesRadar34.6180
Paramount Films33.8198
Photobucket30.7767
Source: Nielsen Online, VideoCensus
100,000 Unique Viewer Minimum
Table 4: Top 10 Online Video Destinations: Age 2-11 (U.S., Home)
Brand/Channel2-11 Unique Viewers (000)2-11 Total Streams (000)
YouTube4129252405
DisneyChannel.com132411843
Nick100016366
Disney.com8424926
Myspace.com82713689
NickJr71818619
Buena Vista Online
Entertainment
4551301
Cartoon Network4319096
Playhouse Disney3401983
Google Video3231080
Source: Nielsen Online, VideoCensus

Nielsen Online today also released April 2008 U.S. topline VideoCensus
Results, including overall video usage.

Table 6: Overall Online Video Consumption for April 2008 (U.S., Home, Work)
Apr-08Mar-08% Change
Unique Viewers (0001196261153663.7%
Total Streams (000)761384769679639.3%
Streams per Viewer63.660.45.3%
Time per Viewer (min)142.8137.34.0%
Source: Nielsen Online, VideoCensus (Excludes video advertising; includes
both streaming and progressive downloads.)
Table 7: Top 10 Brands by Video Streams for April 2008 (U.S., Home, Work)
Video BrandTotal Streams (000)Unique Viewers (000)
YouTube4,052,98473,537
Fox Interactive Media328,97420,855
Nickelodeon Kids and
Family Network
221,60022,179
MSN/Windows Live151,8286,323
ESPN149,6849,873
Disney Online125,3275,477
CNN Digital Network93,6497,219
Turner Entertainment84,7825,681
New Media Network81,5866,513
hulu63,2282,428
Source: Nielsen Online, VideoCensus (Excludes video advertising; includes
both streaming and progressive downloads.)

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About the Author -
Mark Robertson is the Founder and Publisher of ReelSEO, an online information resource dedicated to the fusion of video, technology, social media, search, and internet marketing. He is a YouTube Certified, video marketing consultant and video marketing expert, popular speaker, and considered to be a passionate leader within the online video and search marketing industries. View All Posts By -

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