Nielsen and comScore chart rise in online video
Americans still spend more than 33 hours a week watching television. While nine in ten households in the United States pay for a television subscription, over 5 million homes subscribe to broadband and receive only free broadcast television. A report from Nielsen says that this group tends to watch half as much television and twice as much online video as the general population. Data from comScore show that Americans are watching more online video than ever, with over a hundred million viewers a day in the United States. However, online video viewing still tends to be measured in minutes, rather than hours a day.
Online Video Boom Signals Sea Change in Video Ecosystem
Online video viewing witnessed impressive gains across a variety of measures in 2011, signaling a behavioral shift in how Americans are consuming video content. More than 100 million Americans watched online video content on an average day to close out 2011, representing a 43-percent increase versus year ago. In addition to more daily viewers, the number of video streams jumped 44 percent to 43.5 billion in December 2011.
Italy’s online video audience grew by 8.3 percent from July to December 2011, making it the fastest growing market in EU5 (France, Germany, Italy, Spain and UK). Spain had the second highest growth rate (5 percent), followed by France with an increase in online video viewers of 4.3 percent. Despite the fact that Spain had the least monthly viewers, online video reached 86.5 percent of the total internet audience in December, the second highest penetration level in EU5. France had the highest reach with 86.7 percent of internet users consuming online video during December 2011.
When looking at the number of unique viewers, Germany was the largest market with 43 million people watching online video, a 1.1 percent increase since July 2011. The UK had the most engaged audience, with 34.8 million viewers (2.8 percent increase) spending an average of 30.2 hours per viewer watching videos during December 2011.
This infographic covers the growing trend of using mobile devices, in particular smart phones and feature phones, to stream video content. It includes a look at demographics, usage and general emphasis on growth patterns seen in this market over the last few years.
