Friday, July 11, 2008

Kids Apparently Really Love Online Video

Via the Center for Media Research, news that a recent Nielsen study on online video consumption has discovered that kids 2-11 watch more online video than any other age group. As the CMR article describes, "per person, kids consumed more streams than those over 18, and spent more time watching online video from home." Here's the breakdown:
Kids aged 2-11 years view an average of 51 streams and 118 minutes of online video per person during the month;


Teens aged 12-17 yrs view an average of 74 streams and 132 minutes per person per month;

Adults aged 18+ view an average of 44.3 streams and 99.4 minutes per person per month.

Where are kids watching all these videos, you might ask? Nielsen provides handy "top ten online video destinations" listings for each age group, which you can view here. Here's the top ten list for kids aged 2-11 years (by unique viewer composition percent; US, Home, April 2008):
1. Disney Records:
49.6% (179,000 individual users) of viewers are between the ages of 2 and 11 yrs

2. EverythingGirl.com:
48.0% (161,000 users) between 2 and 11 yrs

3. MyePets
47.6% (161,000 users) between 2 and 11 yrs

4. JETIX
46.9% (159,000 users) between 2 and 11 yrs

5. Playhouse Disney
43.9% (340,000 users) between 2 and 11 yrs

6. PBS Kids
43.1% (281,000 users) between 2 and 11 yrs

7. LEGO
40.9% (137,000 users) between 2 and 11 yrs

8. NickJr
39.6% (718,000 users) between 2 and 11 yrs

9. Barbie
39.6% (105,000 users) between 2 and 11 yrs

10. Nick
39.3% (1,009,000 users) between 2 and 11 yrs

Kids are also flocking to the more well-known online video sites (such as YouTube), and although they represent a smaller percentage of the total audience for these sites, their presence is nonetheless quite significant. For example:
YouTube: 4,129,000 monthly viewers between the ages of 2 and 11 yrs

DisneyChannel.com: 1,324,000 monthly viewers between 2-11 yrs

Disney.com: 842,000 monthly viewers between 2-11 yrs

Myspace.com: 827,000 monthly viewers between 2 and 11 yrs (so much for age restrictions)

Buena Vista Online Entertainment: 455,000 monthly viewers between

Cartoon Network: 431,000 monthly viewers between2-11 yrs

Google Video: 323,000 monthly viewers between 2-11 yrs

Source: Nielsen Online, VideoCensus, June 2008

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