Tuesday, February 19th, 2008...6:40 pm - Gary Hayes
TV versus Community Created Content
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A groundbreaking report came out last week from old stalwarts of statistical ratings reporting Nielsen, who are now starting to accurately measure video usage across the web. It is very US centric but significant in that an ‘old’ media unit has decided to finally take web video seriously, particularly as the findings do show significant time spent away from TV sets.
The summary data and press release of the report is here as a PDF but I further summarised and highlight a few notable things below.
- Women 18-34 watch twice as much web video content from TV sites than ‘consumer generated content’ while for men 18-34 it is the reverse.
- TV sites on the web have loyal video watching followers - in other words they specifically go there to watch favourite shows while the consumer generated sites have significant overlap in users with YouTube dominating at 67 million unique Americans viewing over 2.6 billion streams in December alone.
- Nielsen have identified a Web Video primetime. For TV based content it is actually the work lunch break of 12-2pm while for CGM the peak is after 11pm. But even during the lunch break CGM is a 3rd of all streams.
- CGM Channel dominance. YouTube is by far the most important online video channel by several factors in terms of streams. 14 times more than Nickelodeon, 7 times more than Fox and 25 more than Disney.
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