Nielsen: Almost 99 Percent of Video Watched on a TV Screen
Maybe Steve Jobs was right when he dismissed Amazon’s Kindle by stating bluntly that “people don’t read.” When would they find the time? According to Nielsen’s latest Three Screen Report, the average American watched 153 hours of television a month in the first quarter of 2009, a new all-time high, besting the previous quarter’s record. Nielsen also said that almost 99 percent of all video watched in the U.S. is done on a television.
How are we watching that remaining 1 percent? Well, online video viewing was up in the first quarter, as we watched an average of three hours of web video a month (up from 2:53 in the fourth quarter). Nielsen attributes the boost in online video viewership to big events like the Presidential Inauguration, March Madness and the Super Bowl. Time spent with mobile video was down slightly, however. Of those people watching mobile video, they watched 3:37 hours of it a month (down from 3:42).
DVR use is becoming more mainstay as well, with the number of time-shifted hours watched jumping 40 percent from the same time last year to more than eight hours per month.
Though the time spent watching video on TVs grew, the audience shrank slightly, dropping to 284.5 million in the first quarter of 2009 from 285.3 million in the fourth quarter of 2008. That was the exception, however, as audiences across other screens grew, with online video reaching 131.1 million in the first quarter, up from 123.2 million in the fourth quarter, and the mobile audience climbing to 13.4 million, up from 11.1 million.
Nielsen stats have come under fire recently in both the old and newteevee worlds. Online, Hulu expressed frustration over its audience numbers, and TV networks are increasingly critical over whether their ratings are accurate. However, these latest stats reaffirm previous studies touting TV’s strength.
Comments (3)
Linkbacks (6)
-
[...] watching on their DVR. Reducing commercial skipping would be good for networks and advertisers as new numbers from Nielsen released today showed that more people are watching more hours than ever of time-shifted [...]
-
[...] by Sequenth Partners and Ball State University and funded by Nielsen, confirmed Nielsen’s earlier finding that 99 percent of video consumption happens on a TV screen. It also looked at other types of video [...]
Studies Say Web Video Usage Overstated, P2P…
— 11:58 AM on June 3, 2009
-
[...] days, it’s almost a political question. Traditional television distributors assure us that 99 percent of video is watched on a television screen, and a massive observational study concluded that people say they [...]
Measuring Up the Online Video Measurers
— 9:01 PM on June 4, 2009
-
[...] week said that 25% of American households watch TV online. Meanwhile, Nielsen said this Spring that 99% of video viewing is still happening in front of a television [...]
WebmasterHelp » Nielsen’s online…
— 9:33 AM on September 10, 2009
-
[...] If you use a rough estimate of 2Mbps to 3Mbps as the amount of throughput needed for a single SD video stream and assume that 20 households in a 500-home node are trying to watch the stream, that would take up to 60Mbps of capacity. But that 60Mbps is now more than what is available in one DOCSIS channel, which means cable providers will have to allocate more spectrum resources for data. Cable providers maintain that this is all hypothetical and that anyone hoping to break the cable network would have to radically change their viewing habits. Charlie Douglas, a Comcast spokesman, says that the company isn’t concerned about the effect TV Everywhere will have on the network, and pointed me to a Nielsen report that showed that people watch only 3 hours of online video a month vs. 153 hours on their TVs. [...]
Will TV Everywhere Swamp Cable Networks?
— 11:46 AM on October 27, 2009
-
[...] TV network owners, feeling the heat from lower upfront ad dollars, a viewing audience that is migrating to new methods of TV consumption, and a changing standards of success has been quite vocal about its desire for [...]
Reminder: Hulu CEO is a Capitalist
— 8:41 AM on October 28, 2009
Leave a Reply
Popular
Recent
Network
- WeatherBug Eyes the Smart Grid Buzz [Earth2Tech]
- Who is Your Smart Mobile Device Pundit? [jkOnTheRun]
- The Secret to Viral Video, Courtesy of LandlineTV [NewTeeVee]
- Broadcom Bets on New Bluetooth Tech for Mobile Health [GigaOM]
- The Tangled Web: PA Semi, Processors, and Magic [TheAppleBlog]
- OpenOffice.org by the Numbers [OStatic]
© 2010 The GigaOM Network. Marketing consulting by ACS.
99% of videos are NOT watched on a TV screen. Where on Earth did they get that number? Look at THEIR own stats. Watching TV (combining the first two stats) equals 161:40 and watching video on non-TV (combining “Watching video on internet” and “Mobile subscribers watching video on a Mobile Phone”) equals 32:52. That means that nearly 20% are NOT watching video on their TV screens.
Just another example of Nielsen getting things wrong.
“Nielsen: Almost 99 Percent of Video Watched on a TV Screen”
Imagine how big NewTeeVee would be if it also covered OldTeeVee. ;)
Hello everyone!
This evening I have found a very cool video about the office plankton everyday life.
I recommend this for all to pick up your mood.
I helped))
You can watch this toon <a href=http://www.youtube.com/watch?v=ZcmPOwpL9HI
here
Dont worry – be smile))