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Kids Consuming More Online Content

11 July 2008 No Comment
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Nielsen Online came out with a report showing that children consume more online streams and videos than those over 18. Kids 2-11 viewed an average of 51 streams and 118 Minutes of online video per person a month. Teenagers 12-17 watched 74 streams and 132 minutes of online video per person. The youngest group mainly watched children TV programming while older groups watched trailers, music videos and clips generated by other users.

Monthly Online Video Consumption among Kids, Teens and Adults (U.S., Home Only, April 2008)
Age Unique Viewers (000) Unique Viewer Comp % Streams per Viewer Min per Viewer
2-11

7,966

8.4

51.0

117.9

12-17

11,632

12.3

74.2

132.4

18+

75,122

79.3

44.3

99.4

Source: Nielsen Online, VideoCensus, June 2008

Kids 2-11 visits were led by Disney Records, EverythingGirl & MyePets in terms of unique viewer composition.Website Stickam led the way for teens 12-17 followed by Buzznet & Atlantic Records.

Top 10 Online Video Destinations: Age 2-11 (U.S., Home, April 2008)
Brand/Channel Unique Viewer Composition % 2-11 Unique Viewers (000)
Disney Records

49.6

179

EverythingGirl.com

48.0

161

MyePets

47.6

161

JETIX

46.9

159

Playhouse Disney

43.9

340

PBS Kids

43.1

281

LEGO

40.9

137

NickJr

39.6

718

Barbie

39.6

105

Nick

39.3

1,009

Top 10 Online Video Destinations: Age 12-17 (U.S., Home, April 2008)
Brand/Channel Unique Viewer Composition % 12-17 Unique Viewers (000)
Stickam

44.3

106

Buzznet.com

42.9

310

Atlantic Records

42.7

273

Epic Records

41.5

180

bebo

40.2

114

Funnyjunk.com

40.1

123

NABBR

37.4

1,336

GamesRadar

34.6

180

Paramount Films

33.8

198

Photobucket

30.7

767

Source: Nielsen Online, VideoCensus, June 2008

In terms of number of viewers, youtube led the way with over 4 million visits by kids aged 2-11 and a nearly 9 million visits by teens aged 12-17.

Top 10 Online Video Destinations: Age 2-11 (U.S., Home)
Brand/Channel 2-11 Unique Viewers (000) 2-11 Total Streams (000)
YouTube

4,129

252,405

DisneyChannel.com

1,324

11,843

Nick

1,009

16,366

Disney.com

842

4,926

Myspace.com

827

13,689

NickJr

718

18,619

Buena Vista Online Entertainment

455

1,301

Cartoon Network

431

9,096

Playhouse Disney

340

1,983

Google Video

323

1,080

Source: Nielsen Online, VideoCensus, June 2008

Top 10 Online Video Destinations: Age 12-17 (U.S., Home, April 2008)
Brand/Channel 12-17 Unique Viewers (000) 12-17 Total Streams (000)
YouTube

8,916

609,981

Myspace.com

3,493

62,810

NABBR

1,336

6,207

Google Video

839

4,925

Photobucket

767

1,597

Apple

548

1,820

DisneyChannel.com

444

3,687

Veoh

415

8,263

Metacafe

372

1,936

Facebook

360

1,132

Source: Nielsen Online, VideoCensus, June 2008

Consumption continues to rise month over month.

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