AOL, CollegeHumor See Big Gains in Online Video in April
According to The Nielsen Company, more than 141 million unique viewers watched online videos in the U.S. in April, up 1.9 percent from March. AOL Media Network and The CollegeHumor Network were among the big winners.
According to Nielsen, there were 14.7 billion streams in April, up 1.1 percent from March. This means there were 103.9 streams per viewer, up 3.1 percent from March. Meanwhile, the time per viewer was 4:31 (min:sec), down 3.7 percent from the previous month.
YouTube was the top online video brand with 111 million unique viewers, followed by VEVO with 35.0 million viewers. Facebook was third with 30.5 million viewers, while Yahoo had 27.2 million and MSN/Windows Live/Bing had 13.8 million.
AOL Media Network boasted 12.6 million viewers, up 12.6 percent month-over-month. The CollegeHumor Network followed with 12.5 million viewers, up 11.4 percent month-over-month.
Hulu trailed with 12.4 million unique viewers, while CNN Digital Network had 8.5 million and Fox Interactive Media had 8.2 million.
“YouTube’s usage was at an all-time high in April as their U.S. viewers consumed 8.7 billion streams, up 7 percent from last month,” according to Nielsen’s report.
Hulu followed with 760 million streams, while VEVO had 413 million streams in April.
In terms of time per viewer, Tudou.com topped the list with 5:32 (hours:minutes), followed by Hulu with 5:10, Megavideo with 2:55, CBS Sports with 2:41 and YouTube with 2:36.
According to comScore, the top U.S. online video property by video ads viewed in April was Hulu, with 1.1 billion video ad impressions during the month. Tremor Media Video Network followed with 603 million impressions, while ADAP.TV had 601 million impressions.
A recent report from Limelight Networks reveals that for maximum audience impact and engagement, video ads show greatest success when they last 30 seconds for fewer. Also, not all verticals are created equal – public service, pharmaceuticals, entertainment and business/finance video ads saw the highest average time viewed.
The report also highlighted the growing opportunities for linear and non-linear in-stream ads to work together. Limelight also pointed to the growing significance of mobile and connected devices for video ads.
Sources:</strong
http://blog.nielsen.com/nielsenwire/online_mobile/april-2011-top-online-video-brands-in-u-s/
http://www.limelightnetworks.com/images/resources/LLNW_VideoReport_May2011_FINAL.pdf
