Sport adds vigour to US online video consumption

Joseph O'Halloran | 09-11-2012

The latest Nielsen ratings have revealed a consistently healthy online video market in terms of viewing numbers, hours spent watching content and the amount of videos streamed.

The latest research found that 162 million Americans watched online video, spending almost seven hours of the month viewing content, and streaming nearly 26 billion videos. This showed a slight decline compared with the previous month which had 164 million online video viewers spending the same amount of time to watch a billion more videos.

Itís no surprise thatYouTube was the top online video destination, with more than three-quarters of total viewers (136 million) streaming videos through its site during the month. Some way behind were Yahoo! and VEVO, each with about 38 million. YouTube also amassed 16.2 billion total streams, followed by Hulu with 695 million and then VEVO with 635 million.

Netflix continues to top the time spent viewing online video ratings, with viewers spending more than 11 hours each during September. The OTT leader was followed by Hulu and YouTube, averaging more than four hours per person on each site.

Online video got a seasonal boost with the start of the NFL season and the tail end of MLBís season, with destinations for sports content showing significant growth during September. The ESPN Digital Network added nearly 3 million unique viewers compared with August, and Perform Group (which includes and also had a strong showing.