August 2009

Video Content:
A Premium Opportunity
Paul Verna,
Senior Analyst
pverna@emarketer.com

Executive Summary: Online video content is on a clear upward trajectory. Audience levels and stream counts are
rising, the demographic range of the viewing population is expanding and the content mix is evolving from short,
snack-type clips to long-form content such as TV shows and feature films.
105370

As the medium matures, monetization models are coming into

US Online Video Viewers and Penetration, 2008-2013
clearer focus. Most video inventory is funded through ad support.
2008 2009 2010 2011 2012 2013
This includes user-generated content, news clips, humor videos,
Online video viewers (millions) 135 144 154 165 177 188
TV shows and special events such as the Olympics. On the
% of Internet users 70% 72% 75% 78% 82% 85%
% of population 44% 47% 50% 53% 56% 59%
other side of the coin, feature films and mainstream sports
Note: individuals who download or stream video at least once per month
content continue to be monetized through subscriptions and
Source: eMarketer, July 2009 download fees.
105370 www.eMarketer.com
In the next several years, mobile distribution through smartphones
will expand the reach of Web video. Improvements in streaming
For additional information on the above chart, see
quality, including HD, will also go a long way toward making the
Endnote 105369 | 105370 in the Endnotes section.
online video experience more attractive to users.As these trends
unfold, technology innovations will close the gap between the PC,
the TV and the digital cable box.The result will be a smoother flow
of content from platform to platform, ultimately enabling
consumers to enjoy video wherever and however they choose.

The eMarketer View 2

Key Questions
Audience Size 3
■ How many people in the US are watching online video, and
Audience Makeup 6
how will this number change?
Online Video Content Landscape 9
Monetizing Online Video 12 ■ Which forms of content are getting the most traction?
Top Video Sites 13
■ How is online video being monetized?
Future Trends 14
Conclusions 16 ■ Which sites dominate the online video landscape?
Endnotes 16
Related Information and Links 17 ■ What are some of the trends that will fuel the growth of online
video in the next few years?

® Digital Intelligence Copyright ©2009 eMarketer, Inc. All rights reserved.

The eMarketer View
Key eMarketer Numbers — Video Content
188 million US online video viewers in 2013, up from 144
million in 2009
85% % of US Internet users who will be online video
viewers in 2013, up from 72% in 2009
59% % of US population who will be online video
viewers in 2013, up from 47% in 2009
Note: individuals who download or stream video at least once per
month
Source: eMarketer, July 2009
105369
For additional information on the above chart, see
Endnote 105369 | 105370 in the Endnotes section.
Trying to view video on a computer used to be an
exercise in frustration. As recently as four years ago, the
few sites that featured video content forced viewers to download
clips or launch dedicated streaming players. The idea of
embedding a clip within a browser and having it play instantly
seemed like the Holy Grail.
Today, the online video experience is light-years away from its
humble origins. Propelled by YouTube, Web portals, premium sites
and other sharing destinations, the Web has exploded with video
content—most of it available for free to the consumer in
browser-friendly interfaces. Best of all, the bulk of the current
video inventory is sharable through social networks, blogs,
microblogs, e-mail and other social platforms. This capability
makes every video a potential viral hit and opens opportunities for
content distributors and marketers to monetize the medium.
Much of the growth in the Web video space over the
past year has come from premium content—TV
shows, movies, news programs and mass-media
events that have played out online. Entertainment
content has proliferated on venues such as Hulu and YouTube,
while the Websites of major media outlets such as The New York
Times and CNN have also ramped up their video offerings.
“Publishers are focusing on quality content,
people are upgrading their players and
we’re seeing more HD content. Online video
is no longer grainy, 4-by-4, pixelated images.
As Hulu proves, there is a market for
long-form content in the form of 30-minute
or hour-long TV episodes.” —Michael Mathieu,
CEO, YuMe, in an interview with eMarketer, July 2009
®
Video Content
The result has been a climate in which the Web is an increasingly
important part of the media mix for US consumers. Whether they
want to catch up on a TV episode they missed or follow a breaking
news story, viewers now tune in to a growing array of online video
destinations. President Obama’s inauguration and Michael
Jackson’s funeral epitomized a landscape where tens of millions of
people experience events through live video streams.
As online video matures, audiences are growing
commensurately in size and demographic diversity.
Gone are the days when the space was dominated by short
user-generated clips aimed primarily at a collegiate crowd. Now,
video offerings cater to all age groups and interests, from teenage
sports buffs to news junkies to retirees who enjoy classic movies.
Several studies have shown that recent growth has been driven
primarily by older viewers. Still, viewing levels tend to be highest
among 18-to-24-year-olds, indicating that online video is still far
from a level playing field. In general, younger viewers are more
comfortable with the video experience, and it will take more time
for older adults—including boomers and seniors—to catch up.
The rule of thumb with ad-supported online video is
that premium content is where the ad dollars are
going. The long tail notwithstanding, marketers like to attach their
brands to predictable, hit properties. Accordingly, most episodic
television, news and event programming is ad-supported.
By contrast, humor and user-generated clips—the genres that
make up most of the inventory on popular sites such as
YouTube—have proven more difficult to monetize because of the
unpredictable nature of the content.
The other way video is monetized is through direct transactions.
The bulk of feature film and premium sports programming is
funded through subscriptions and download fees. Movie studios
and sports leagues seem comfortable with this model despite the
constant threat of digital piracy—and fans have been willing to pay.
With the exception of Hulu, the top US online video
destinations have not changed dramatically over
the past year. Hulu—which is a joint venture of NBC Universal,
News Corp. and Disney—is the fastest-growing video property on
the Web and is now ranked among the top three or four sites in
terms of stream count and unique visitors.
2
The eMarketer View
Hulu’s success is largely the result of filling a void in the market for
a one-stop destination for premium, ad-supported content,
particularly TV shows. A broadcast TV ad blitz that started during
the Super Bowl probably helped cement the idea in people’s
minds that they could enjoy a growing selection of first-run shows,
as well as older classics, online.
Audience Size
Behind the Numbers: US Online Video Viewers
The growth of the US online video audience will be
fueled by a confluence of factors that include:
■ Improvements in streaming quality and increasing
availability of HD content online

■ Direct access to Web content through smartphone

“I think the audience might watch longer
Web browsers
video content. Hulu is proving that the
audience will stick around.” —Keith Richman, CEO, ■ A broadening content mix that ranges from

Break Media, in an interview with eMarketer, July 2009 short-form user-generated clips to episodic TV, live
sports and feature films
For all of Hulu’s success in the premium sphere, YouTube remains ■ A movement toward clear monetization models for
the clear leader among video sites by most relevant metrics, online video, with episodic TV and mass-media
including stream count and unique viewers. YouTube is still the news clips leading the way in the ad-supported
go-to destination for user-generated clips, but the Google-owned realm, and feature films and sports capturing
company has been trying to broaden its offerings to include transactional revenues
premium content. Its strategy has been to sign content deals with
■ Better integration between Web-enabled devices—
film studios and TV program owners that are not affiliated with
such as personal computers, smartphones and
Hulu. Despite its efforts at reshaping its brand, YouTube has a long
netbooks—and traditional viewing platforms such
way to go to shake its association with homespun videos.
as TVs and digital cable boxes
A number of trends will keep online video on an
aggressive growth trajectory in the coming years.
The number of US online video viewers will grow to 188 million in
These include mobile distribution through smartphones and
2013, from 144 million in 2009. These figures represent individuals
next-generation networks; HD streaming and other quality
who download or stream video content at least once per month.
enhancements; better integration among PCs, digital cable boxes
and TVs; and interactivity features that work better online than on TV. US Online Video Viewers and Penetration, 2008-2013
2008 2009 2010 2011 2012 2013
Online video viewers (millions) 135 144 154 165 177 188
“In the US, we’ve finally got a critical mass of
% of Internet users 70% 72% 75% 78% 82% 85%
smartphones that can stream Web video in
% of population 44% 47% 50% 53% 56% 59%
a way that’s commensurate with people’s
Note: individuals who download or stream video at least once per month
expectations.” —Cameron Brain, CEO, Open Box Source: eMarketer, July 2009
Technologies, in an interview with eMarketer, July 2009 105370 www.eMarketer.com
105370

New monetization experiments will also shape the future of online
video. YouTube and Hulu have both publicly floated the notion of
charging consumers for some content, and media companies are
also considering paid subscriptions after migrating most of their
content to ad-supported models. Internet service providers are
also experimenting with metered bandwidth schemes, so if these
take off, the heaviest users of Web video would presumably have
to pay for their consumption.
It is difficult to imagine the public tolerating a return to paid content
for video genres that are currently ad-funded. Accordingly, the
most likely scenario is that Hulu and YouTube might charge a fee for
ultrapremium content such as movies and sports, and leave the
rest of their inventory—TV shows, news, humor, user-generated
clips—in ad-supported formats.
For additional information on the above chart, see
Endnote 105369 | 105370 in the Endnotes section.
Online video viewers will make up 85% of Internet users in 2013,
up from 72% in 2009. This will put online video within range of Web
activities such as search and e-mail, which are nearly at saturation
points among US Internet users.
Relative to the US population as a whole, online video will achieve a
59% penetration rate in 2013, up from 47% in 2009.The mass-market
tipping point will occur in 2010, when online video will be viewed by
50% of US consumers.

®
Video Content 3
Audience Size

Nielsen Online put the number of US unique viewers of online video A UBS study projected that the number of US online-video-connected
at 134 million in May 2009—a 12.8% increase over the prior-year households would increase to 39 million by 2012 from 15 million in
figure—while comScore estimated 152 million viewers in April 2009. 2009.Assuming that the average US household size is 2.6 people
(using the US Census Bureau’s 2005–2007 estimate), the UBS figures
Comparative Estimates: US Online Video Viewers, equate to roughly 101 million people in the US with access to
2009 (millions)
dedicated online video devices (other than computers) by 2012.
comScore Inc.*, June 2009 151.7
US Online-Video-Connected Households*, 2009 & 2012
eMarketer, July 2009 144.0
(millions)
Nielsen Online**, June 2009 133.8
2009 15
Note: *home, work and university locations; data for April 2009; **data for
May 2009 2012 39
Source: eMarketer, July 2009; various, as noted, June 2009
105642 www.eMarketer.com
Note: *households with a networked online video device, such as gaming
consoles, media extenders (e.g., Apple TV), standalone media boxes or
105642 DVRs
Source: UBS, "Q-Series: Global Media Themes," June 22, 2009
For additional information on the above chart, see 104941 www.eMarketer.com
Endnote 105642 in the Endnotes section. 104941

Ipsos MediaCT tracked video streaming and downloading among

US Internet users from December 2007 to September 2008 and
A survey by Arbitron and Edison Media Research noted rising
found increased usage across the board. The proportion of
penetration of online video viewing over a six-year span. In 2009,
Internet users who streamed free or paid video rose to 57% in
27% of US consumers ages 12 and older had viewed an online clip
September 2008, from 50% in December 2007. The survey also
in the past week, up from 3% in 2003.
noted increases in the number of people who streamed movies
US Online Video Viewers, 2003-2009 (% of and TV shows during that period.
respondents)
US Internet Users Who Have Streamed Video*,
2003 3% December 2007 & September 2008 (% of respondents)
2004 7% Streamed movie
2005 8% 5%
17%
2006 12%
Streamed TV show
2007 15%
12%
2008 18% 25%
2009 27% Total streamed (all video content)
Note: ages 12+ who have viewed an online video in the past week 50%
Source: Arbitron and Edison Media Research, "The Infinite Dial 2009" 57%
sponsored by TargetSpot, April 16, 2009
103616 www.eMarketer.com December 2007 (n=862) September 2008 (n=935)
103616 Note: ages 12+; *free or paid in the past 30 days
Source: Ipsos MediaCT, "Motion" as cited in press release, December 18,
2008
100503 www.eMarketer.com
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®
Video Content 4
Audience Size

Similarly, Ipsos noted an uptick in the number downloading video
content, as well as corresponding increases in the downloading of
movies and TV shows. However, these were modest compared
with the more dramatic increases in streaming activity—a
barometer of the success of streaming sites such as Hulu.
US Internet Users Who Have Downloaded a Digital
Video* File, December 2007 & September 2008 (% of
respondents)
A Deloitte survey of more than 2,000 US Internet users found that
70% viewed user-generated clips, and 80% of those viewers
regularly watched full clips to completion. These percentages
were nearly identical to those for professional clips.
Internet Users in Select Countries Who Watch User-
and Professionally Generated Video,
September-October 2008 (% of respondents)
Brazil Germany Japan UK US

Downloaded movie User-generated

8% % who watch 85% 58% 62% 63% 70%
11% of which: % who 80% 59% 42% 71% 80%
regularly watch a
Downloaded TV show complete video
7% Professionally
11% generated
% who watch 88% 59% 78% 64% 71%
Total downloaded (all video content)
19% of which: % who 87% 60% 42% 71% 79%
regularly watch a
22% complete video

December 2007 (n=862) September 2008 (n=935) Source: Deloitte, "State of the Media Democracy Third Edition," provided to
eMarketer, January 12, 2009
Note: ages 12+; *free or paid in the past 30 days 100936 www.eMarketer.com
Source: Ipsos MediaCT, "Motion" as cited in press release, December 18,
2008 100936

100507 www.eMarketer.com An Office of Communications (Ofcom) and Synovate study found

100507 that 47% of US Internet users watched or downloaded short
Another indication of the growth in TV show viewing came from a clips—more than double the number who reported watching or
Knowledge Networks study. From 2006 to 2008, the percentages downloading longer content, such as TV shows or films.
of US Internet users who accessed full-length TV shows grew by
large margins across every age category. Online Video Consumption of Internet Users in Select
Countries, by Type, October 2008 (% of respondents)
US Internet Users Who Access Full-Length TV Watch or Watch or download
download short longer video
Programs Online, by Age, 2006 & 2008 (% of each video clips* content**
group)
Canada (n=1,000) 50% 22%
18-54 France (n=1,000) 43% 21%
10%
Germany (n=1,002) 47% 14%
21%
Italy (n=1,003) 45% 27%
13-17 Japan (n=1,003) 39% 18%
11% UK (n=1,001) 47% 23%
28% US (n=1,010) 47% 23%
18-34 Note: ages 18-64; *including those made by other people; **such as
12% feature films or complete TV programs
Source: Office of Communications (Ofcom) - UK, "The International
26% Communications Market 2008” conducted by Synovate, November 20,
2008
35-49
100522 www.eMarketer.com
8%
100522
16%

50-54
1%
9%

2006 2008
Source: Knowledge Networks Inc., "How People Use TV's Web
Connections" as cited in press release, February 12, 2009
101753 www.eMarketer.com
101753

®
Video Content 5
Audience Makeup

With so many studies showing increases in online However, the use of third-party sites grew dramatically among
older respondents, quadrupling in the 50-to-54 group and more
video viewing, it is worth a look at the demographics
than doubling in the 35-to-49 group. At the other end of the scale,
to discern patterns in the growth trends. the 13-to-17 group saw a slight decline in the use of third-party
sites. The resulting responses in 2008 were relatively close from
An Accenture study of Generation Y (ages 18 to 24) and baby one age group to another, in contrast to 2006, when younger
boomer/senior (ages 45 and up) Internet users found that only viewers were watching videos in far greater proportions than their
the latter group showed growth in online video activity. In older counterparts.
November–December 2008, 36% of boomer/senior respondents
said they watched or posted videos online, compared with 26% in Methods Used by US Internet Users to Stream TV
December 2007. By contrast, the responses in the 18-to-24 group Network Content, by Age, 2006 & 2008 (% of
respondents*)
were virtually unchanged—albeit still higher than among the
13-54 13-17 18-34 35-49 50-54
older segment.
2006
Use TV network 61% 56% 61% 65% 53%
Select Digital Media Activities of US Internet Users, Websites to view
by Generation, December 2007 & video
November-December 2008 (% change)
Use third-party 16% 27% 15% 12% 8%
Generation Y Baby boomers video sites to
(18-24) (45+) view network
video
December November- December November-
2007 December 2007 December 2008
2008 2008
Use TV network 63% 51% 68% 64% 53%
Reading blogs or 45% 45% 15% 26% Websites to view
listening to podcasts video
Connecting on social 80% 82% 18% 28% Use third-party 28% 26% 30% 26% 32%
networking sites video sites to
view network
Playing video games on 44% 45% 9% 13% video
the go (via mobile
device) Note: *among those who access full TV programs online
Source: Knowledge Networks Inc., "How People Use TV's Web
Listening to music on 68% 76% 21% 31% Connections" as cited in press release, February 12, 2009
iPod or other portable
player 101751 www.eMarketer.com
101751
Watching/posting 68% 67% 26% 36%
videos on the Internet
Source: Accenture, "Consumer Electronics Products and Services Usage
Report" conducted by Survey.com, provided to eMarketer, March 2009
103117 www.eMarketer.com
103117

Another age-based study, by Knowledge Networks, tracked the

use of TV network and third-party video sites from 2006 to 2008.
The survey noted relatively small changes in the percentages of
respondents who said they used network sites, with some age
groups showing slight gains, others showing slight decreases and
others essentially flat.

®
Video Content 6
Audience Makeup

Nielsen also noted greater percentage gains among older viewers in
a study spanning from November 2008 to April 2009.The 35-to-49
group showed the biggest gain in average time spent viewing during
this period, followed by the 65-and-over group.Younger adults and
teenagers registered smaller increases in viewing minutes.
For all the gains that online video has made, the medium still
represents a small fraction of time spent viewing, relative to TV. On
average, US consumers spent 2.4 minutes per day watching
computer video during the survey period, which was less than 1%
of the 309 minutes they spent watching live TV.

Average Time Spent Viewing Online Video Among US Average Time Spent per Day with Select Media
Internet Users, by Age and Gender, November 2008 & Among US Consumers, by Age, Spring & Fall 2008
April 2009 (minutes per viewer and % change) (minutes)
November April % 18-24 25-34 35-44 45-54 55-64 65+ Total
2008 2009 change 18+
Gender Live TV 209.9 256.0 230.4 335.7 346.1 420.5 309.1
Male 209 249 19% Playback TV via DVR 17.2 15.9 17.2 19.4 8.5 7.2 14.6
or TiVo
Female 151 170 12%
DVD or VCR 34.0 35.4 27.4 20.6 14.0 11.4 22.9
Age
Console games 25.9 13.9 4.9 3.0 1.2 0.3 6.5
2-11 113 116 3%
TV total 287.0 321.2 279.9 378.7 369.7 439.4 353.1
12-17 178 190 7%
Any Web 67.0 55.7 74.1 46.0 41.7 19.2 48.8
18-24 303 349 15%
E-mail 20.3 45.1 46.5 51.4 37.8 11.1 37.4
25-34 253 296 17%
IM 14.8 2.9 14.6 15.1 0.0 0.3 7.9
35-49 187 243 29%
Any software 61.8 50.3 61.6 52.1 35.8 15.6 46.1
50-64 122 139 14%
Computer video 5.5 4.3 2.6 2.0 1.2 0.2 2.4
65+ 67 81 21%
Computer total 169.5 158.3 199.3 166.4 116.5 46.5 142.5
Total 178 206 16%
Mobile talk 29.1 19.0 24.7 17.8 12.3 3.1 16.6
Note: home and work locations
Source: Nielsen Online, "VideoCensus" as cited in press release, May 14, Mobile text/multimedia 11.6 2.2 2.1 1.3 0.4 0.1 2.2
2009 messaging
104094 www.eMarketer.com Mobile Web 0.8 2.3 0.6 0.7 1.3 0.0 0.9
104094 Mobile other (video, 1.1 0.6 0.6 0.5 0.2 0.1 0.5
Even with these gains, older viewers have some catching up to do camera, games, etc.)
Mobile video 0.1 0.0 0.1 0.1 0.0 0.0 0.1
to close the viewing gap. Nielsen’s data showed that, on average,
Mobile total 42.8 24.0 28.0 20.5 14.2 3.2 20.2
18-to-24-year-olds spent the most time viewing video, followed by
Environmental/other 9.2 4.9 2.6 4.8 4.1 3.6 4.4
the 25-to-34 group. video
In-cinema movie 1.2 1.6 3.1 0.6 3.0 2.0 1.8
A study by conducted by Ball State University and Sequent Partners
GPS navigation 0.0 1.2 0.3 2.6 4.1 3.8 2.0
for Nielsen’s Council for Research Excellence reached the same
Other total 10.4 7.6 5.9 8.0 11.1 9.4 8.2
conclusion. In spring and fall 2008, 18-to-24-year-olds spent the
Total 509.7 511.1 513.1 573.6 511.5 498.5 524.0
most time watching online video, followed by 25-to-34-year-olds.
Note: numbers may not add up to total due to rounding
The correlation between age and time spent viewing continued Source: Council for Research Excellence, "Video Consumer Mapping"
through the 65-and-up group in the study. conducted by Ball State University's Center for Media Design and Sequent
Partners, March 26, 2009
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Video Content 7
Audience Makeup

Leichtman Research Group analyzed weekly viewing of TV A Nielsen study of the gender split of the US online video audience
episodes online and found that 18-to-24-year-olds were the most showed that women outnumbered men by 8 percentage points, at
likely to be viewers, at 28%. By contrast, only 6% of boomers and 54% compared with 46%.
2% of seniors reported watching TV episodes weekly.
US TV, Online Video and Mobile Video Viewers, by
US Internet Users Who View Recent TV Episodes Gender, Q4 2008 (% of total)
Online Weekly, by Age, December 2008-January 2009 On the Internet
(% of respondents in each group)
46% 54%
12-17 26% On TV
18-24 28% 47% 53%

25-44 13% On mobile phones

63% 37%
45-64 6%
Male Female
65+ 2%
Source: The Nielsen Company, "A2/M2 Three Screen Report - 4th Quarter
Source: Leichtman Research Group, Inc. (LRG), "Emerging Video Services III" 2008," February 23, 2009
as cited in press release, February 23, 2009 102837 www.eMarketer.com
104538 www.eMarketer.com 102837
104538
However, when it came to time spent viewing, a study done by
BlogHer, iVillage and Compass Partners studied female Internet users USC Annenberg for Cisco found that men spent an average of 1.6
and found that 74% of 18-to-26-year-olds watched online video.At the hours per day watching video on their computers, compared with
other end of the spectrum, only 20% of 63-to-77-year-old women 1.3 hours per day for women. USC Annenberg and Cisco noted
reported watching online video. similar gender patterns when it surveyed Internet users who
watched professional and user-generated content.
US Female Internet Users Who Watch Video, TV and/or
Movies Online, by Age, March 2009 (% of respondents)
Demographic Profile of US Internet Users, by Time
18-26 74% Spent Watching Online Video on Their Computer,
October-November 2008 (hours per day)
27-43 53%
Gender
44-62 34% Female 1.3
63-77 20% Male 1.6
Age
Total 18-77 45%
18-24 1.7
Note: n=2,281
Source: BlogHer, iVillage and Compass Partners LLC, "2009 Social Media 25-34 1.6
Study," April 2009 35-44 1.5
103514 www.eMarketer.com 45-54 1.3
103514
55-65 1.2
Lightspeed Research also noted higher levels of video viewing
Education
among younger Internet users. However, there was little variation
High school or less 1.7
among cohorts, and the 45-to-54 group had a greater
Some college or an associates degree 1.6
representation of viewers than the 35-to-44 group—a slight
Four-year college degree or more 1.3
deviation from the tight age correlations noted in other studies. Location
Urban 1.8
Online Video Activities of US Internet Users, by Age,
January 2009 (% of respondents in each group) Suburban 1.3
Rural 1.4
16-17 18-24 25-34 35-44 45-54 55-64
Online experience
Watched a video clip 82% 82% 73% 67% 71% 65%
Shared a video clip 52% 47% 48% 35% 31% 29% Experienced users* 1.4

Uploaded a video clip 46% 41% 35% 32% 26% 21% Newer users** 1.7
Average time spent 1.5
Note: in the past month
Source: "Global Web Index" conducted by Lightspeed Research, May 28, Note: *10+ years; **<3 years
2009 Source: USC Annenberg School Center for the Digital Future, "Cisco Video
104077 www.eMarketer.com Project Report" commissioned by Cisco, December 17, 2008
104077 101860 www.eMarketer.com

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Video Content 8
Online Video Content Landscape

A comScore study of US online video streams and “Some of our most successful partners are
streamers showed that in April 2009, the users who upload lots of short sketches and
other clips, and many of them are making
entertainment category accounted for the largest enough money from advertising to run their
number of online streams, with a total of 9.3 billion. small media companies as a full-time job.”
Entertainment also led by every other metric —Suzie Reider, head of advertising sales, YouTube,
in an interview with eMarketer, July 2009
tracked by comScore—number of streamers,
reach, streams per viewer and minutes per stream. A comparison between comScore’s 2008 and 2009 figures
showed that the number of multimedia streams grew by 412%,
US Online Video Streams and Streamers, by Content leading the entertainment category to 282% growth as a whole.
Category, April 2009
Streamers Streamer Streams Streams Minutes
US Online Video Streams, by Content Category, June
(millions) reach (millions) per per
streamer streamer 2008 & April 2009 (millions and % change)
Entertainment 134 89% 9,348 70 189 June April %
2008 2009 change
-Multimedia* 124 82% 7,914 64 175
Entertainment 2,445 9,348 282%
-TV 57 37% 536 10 36
-Multimedia* 1,545 7,914 412%
-Kids 26 17% 424 16 22
-TV 361 536 49%
-Entertainment– 23 15% 84 4 4
movies -Kids 324 424 31%
-Entertainment–music 22 14% 140 6 16 -Entertainment--music 191 140 -27%
-Humor 14 9% 86 6 9 -Entertainment--movies 55 84 52%
-Entertainment–news 10 7% 35 4 3 -Humor 31 86 179%
-Radio 7 5% 31 4 14 -Entertainment--news 23 35 51%
Portals 79 52% 784 10 16 -Radio 106 31 -71%

News/information 68 45% 513 8 13 Portals 1,123 784 -30%

-General news 59 39% 449 8 14 News/information 300 513 71%

-Weather 8 6% 17 2 2 -General news 221 449 103%

-Newspapers 8 5% 21 3 3 -Weather 24 17 -28%

Conversational 60 40% 469 8 14 Conversational media 538 469 -13%

media -Social networking 534 452 -15%
-Social networking 58 38% 452 8 13 Community 303 355 71%
Community 43 29% 355 8 11 -Family and parenting 256 240 -6%
-Family and parenting 17 11% 240 14 17 Sports 155 170 9%
Retail 33 22% 122 4 11 Retail 125 122 -2%
Sports 22 15% 170 8 13 Note: *includes sites like YouTube and MTV
Note: *includes sites like YouTube and MTV Source: comScore Video Metrix, September 2008 and July 2009; eMarketer
Source: comScore Video Metrix, provided to eMarketer, July 14, 2009 calculations, July 2009
105643 www.eMarketer.com 105644 www.eMarketer.com

105643 105644

Within the entertainment category, the clear winner was
“multimedia”—comScore’s shorthand for videos on popular sites
such as YouTube and MTV.
Not only were the entertainment category and its multimedia
subset the leading entries in comScore’s April 2009 ranking, they
also experienced the most growth since June 2008, when
comScore published a similar list.
The comScore comparison offers a glimpse into the evolution of
online video over the past year. Television, movie and
entertainment news content each grew on the order of 50%,
reflecting an increase in the number of TV shows and films
available online through sites such as Hulu—as well as the
public’s seemingly insatiable obsession with celebrity news.

®
Video Content 9
Online Video Content Landscape

Humor grew by an even larger factor, showing that the online video
US Unique Viewers on the Top Three Cable News
efforts of venues such as The Onion, CollegeHumor and Comedy Sites* on Inauguration Day, January 2009 (thousands
Central are resonating with viewers. The music category, however, and % change vs. prior week)
fell by a sizable margin, likely a casualty of recent battles between January 13, January 20, % change
2009 2009
some music labels and YouTube over availability of content.
Top three cable news sites* 277 4,138 1,390%
Total US Internet 8,945 13,004 45%
“On the Internet nobody controls Note: between 12pm-1pm EST; home, work and university locations;
*MSNBC.com, CNN.com and FoxNews.com
distribution. Combine that with the fact Source: comScore Video Metrix as cited in press release, January 27, 2009
that the cost of content creation has 101267 www.eMarketer.com

dropped dramatically and you have a
medium that is no longer controlled by a
select few, but is open to anybody who
wants to participate in it.” —Erick Hachenburg,
CEO, Metacafe, in an interview with eMarketer, July 2009
Another category that showed steep growth was news/information.
Given the important role that online video played in recent media
events—such as Michael Jackson’s death and memorial—it is logical
that the news category would see a big bump. Underscoring that
point, the 71% growth in this genre was driven entirely by “general
news,” not by the “other” subcategory (e.g., weather).
Nielsen also reported that the number of total minutes spent
watching online video increased by 129% during the inauguration—
surely an indication of viewers tuning in to long portions of the
program. It probably helped the inauguration’s online video stats
that the ceremony took place in the middle of a workday. This type
of scheduling has also driven online viewing traffic for sporting
events such as the NCAA March Madness basketball games.
“People want to stay connected with what’s
going on while they’re at work, and this
realm of online video is just the perfect
offering. We definitely see a lunchtime
bump in visitors. People are spending that
half an hour to catch up on the news or their
favorite show.” —Thomas Dodson, product manager,
OVGuide.com, in an interview with eMarketer, July 2009

A Nielsen study of viewing trends showed that the number of video

streams increased by 34% in June 2009 over the previous year.
Unique viewers, average streams per viewer and average time
spent per viewer also grew substantially. From these figures, one
can extrapolate that the average stream duration was 2.5 minutes
in June 2009, up from 2 minutes in Nielsen’s April 2008 survey.

US Online Video Viewer Metrics, June 2009

June %
2009 change*
For more information on how online video played a role in
Unique viewers (thousands) 134,310 12.7%
media coverage of Michael Jackson’s memorial, click here.
Total streams (thousands) 10,081,824 33.9%
Average streams per viewer 75.1 19.0%
The January 20, 2009, presidential inauguration accounted for a huge Average time spent per viewer (minutes) 188.8 36.9%
spike in online video traffic and streams. Between noon and 1pm on Note: includes progressive downloads and excludes video advertising; *vs.
prior year
the day of the event, the number of unique viewers of online video Source: Nielsen Online, "VideoCensus" as cited in press release, July 14,
across the Web surged by 45% compared with the previous week, 2009
105562 www.eMarketer.com
according to Nielsen.And the numbers of viewers who witnessed
105562
the inauguration on the top three cable news sites—MSNBC.com,
CNN.com and FoxNews.com—rose by a staggering 1,390%.
101267

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Video Content 10
Online Video Content Landscape

Nielsen tracked viewing of network TV shows online and found While a ranking of shows by unique online viewers is a strong
that ABC’s “Lost” led in unique viewers in December 2008—a barometer of the reach of those programs, advertisers are also
validation of how the Internet can supplement broadcast TV. In the interested in how much time people spend viewing shows. By that
case of “Lost,” the show was off the air in December, but the new yardstick, the CW’s “Privileged” was the top show in December
season launched in January 2009, so the spike was most likely 2008, followed by NBC’s “Chuck” and “Lipstick Jungle.” Notably, not
viewers catching up on past episodes. “Lost” was followed by a single TV show appeared on both the top-unique-viewer list
NBC’s “Saturday Night Live” and ABC’s “Grey’s Anatomy.” above and the top 10 list for time spent, illustrating the importance
of multiple metrics when evaluating a program’s appeal to
Top 10 US Broadcast TV Network Entertainment audiences and advertisers.
Programs Viewed Online, Ranked by Unique Viewers,
December 2008 (thousands)
Top 10 US Broadcast TV Network Entertainment
1. Lost (ABC) 1,425 Programs Viewed Online, Ranked by Time Spent,
December 2008
2. Saturday Night Live (NBC) 1,111
Average Unique
3. Grey's Anatomy (ABC) 879 minutes per viewers
viewer (thousands)
4. Desperate Housewives (ABC) 723 1. Privileged (CW) 214.6 29
5. Heroes (NBC) 685 2. Chuck (NBC) 162.5 226
3. Lipstick Jungle (NBC) 153.2 152
6. Ugly Betty (ABC) 631
4. Gossip Girl (CW) 140.0 165
7. Samantha Who? (ABC) 560
5. The Simpsons (FOX) 138.8 41
8. Scrubs (ABC) 519 6. Life (NBC) 137.4 133
9. Survivor (CBS) 496 7. Kitchen Nightmares (FOX) 124.9 40
8. Private Practice (ABC) 123.1 350
10. True Beauty (ABC) 462
9. The Young and the Restless (CBS) 115.6 323
Note: reflects video content on ABC.com, CBS Television, CWTV.com, FOX
10. The Office (NBC) 111.8 374
Broadcasting and NBC.com, including their respective embedded video
players; programs are client-defined Note: reflects video content on ABC.com, CBS Television, CWTV.com, FOX
Source: Nielsen Online, "VideoCensus" as cited in press release, February Broadcasting and NBC.com, including their respective embedded video
12, 2009 players; programs are client-defined
101708 www.eMarketer.com Source: Nielsen Online, "VideoCensus" as cited in press release, February
12, 2009
101708
101710 www.eMarketer.com
101710

It should also be noted that Nielsen’s TV show rankings were

limited to viewing on the Websites of the ABC, CBS, CW, FOX and
NBC networks, and counted unique viewers as those who viewed
full or partial episodes. The rankings did not include Hulu.

“While the online popularity of some shows,

like ‘Grey’s Anatomy,’ suggests that some
people are using the Internet to catch up on
programs they usually watch on television,
the online popularity of other programs, like
‘Saturday Night Live,’ indicates that there is
a Web audience that might otherwise not
watch these programs at all. These viewers
are driven by a morning-after water cooler
effect.” —Jon Gibs, VP of media analytics, Nielsen
Online, in a press release, February 12, 2009

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Video Content 11
Monetizing Online Video

Perhaps the most frequently asked question about On the whole, the online video industry is expected to tilt toward
ad-supported funding, according to a BMO Capital Markets study.
online video is: “How is it being monetized?”
It estimated that in 2009, US paid online video content revenues
make up 23.7% of total online video spending (the total includes
The answer depends on the type of video. Some genres—such as
advertising revenues). By 2011, paid content will make up only
live sports and feature films—are monetized mostly through
16.1% of the total.
direct transactions with consumers. Entities such as MLB.com and
Apple’s iTunes derive significant revenues from subscription and US Paid Online Video Content Revenues, 2008-2011 (%
download fees for premium content. Consumers in those of total online video spending*)
industries seem willing to pay for this content, so the model
2008 28.4%
seems to be working well for all parties.
2009 23.7%
Elsewhere in the online video spectrum, ad-based monetization is
2010 17.4%
the norm. Following a period in which TV program owners
2011 16.1%
experimented with transactional approaches for episodic content,
Hulu has effectively imposed a new ad-supported model on this Note: includes a la carte and subscription models; *includes ad spending
and paid content
type of long-form, premium programming. Source: BMO Capital Markets, "eMerging Video Markets: The Third Wave of
Media," provided to eMarketer, June 2008
100103 www.eMarketer.com

“Things have gone beyond the horse-kicking- 100103

On the transactional side, the dollars spent on online video make

the-beaver-in-the-teeth clips that started
up a small fraction of the total. The NPD Group reported that only
YouTube and other viral content sites. A lot
3% of consumer spending on home video consisted of digital
of what drives businesses is: ‘Where are the
downloads and online streaming in 2009.
advertising dollars going?’ They’re going to
the longer-form content, which gives people US Consumer Spending on Home Video, by Format,
added motivation to put out that type of 2009 (% of total)
content.” —Thomas Dodson, product manager, DVD purchases 63%
OVGuide.com, in an interview with eMarketer, July 2009
DVD/Blu-ray rentals* 18%

Video-on-demand (VOD) 9%
The same occurred with online video content on news and media
outlets. Up until a few years ago, media companies charged a fee Blu-ray purchases 7%

for accessing video content on their Websites. Today, virtually all Digital downloads and online streaming 3%
broadcast, cable and print news outlets offer free video online, Note: average spending per month; *from retail stores, subscriptions or
supported by prerolls, banners, overlays and other types of ads. kiosks
Source: The NPD Group, "Entertainment Trends in America" as cited in
press release, May 12, 2009
103799 www.eMarketer.com
“As high-speed broadband penetration 103799

increases and more and more people watch

videos online, increasing scale will give
advertisers the impetus to put more of their
budget against online video.” —Jean-Paul Colaco,
senior VP of advertising, Hulu, in an interview with eMarketer,
June 2009

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Video Content 12
Top Video Sites

One of the most significant developments in online
video over the past year has been the success of
Hulu. The site has become synonymous with TV
viewing online, much as YouTube epitomizes the
user-generated space.
comScore showed a higher video count for Google sites in April
2009, possibly a result of including Google Video as well as
YouTube in its ranking. However, comScore calculated Google
sites’ stream share at 40.7%—significantly lower than Nielsen’s
estimate. It is possible that comScore’s inclusion of university
locations added content from college-oriented sites not tracked
by Nielsen, thereby affecting the percentage shares.

In April 2009, Hulu’s stream count was up 490% over the previous Top 10 Online Video Properties Among US Internet
year, according to Nielsen. That put Hulu in the No. 2 slot behind Users, Ranked by Videos Viewed, April 2009 (millions
YouTube, as ranked by total streams. and % of total)
Videos % share
viewed
Top 10 US Web Brands, Ranked by Total Video
1. Google sites 6,832.0 40.7%
Streams, April 2009
2. Fox Interactive Media 512.9 3.1%
Total % change % change Share
streams vs. prior vs. prior of 3. Hulu 397.0 2.4%
(millions) month year streams
4. Yahoo! sites 355.2 2.1%
1. YouTube 5,490.2 0.2% 35.5% 58.1%
5. Viacom Digital 315.2 1.9%
2. Hulu 373.3 7.1% 490.4% 3.9%
6. Microsoft sites 288.3 1.7%
3. Yahoo! 203.6 -12.2% -8.1% 2.2%
7. Turner Network 272.7 1.6%
4. Fox Interactive Media 201.4 -3.0% -38.8% 2.1%
8. CBS Interactive 202.8 1.2%
5. Nickelodeon Kids and Family 175.9 -10.3% 15.9% 1.9% 9. Disney Online 132.2 0.8%
Network
10. AOL 121.4 0.7%
6. MSN/Windows Live 164.4 -2.7% 9.8% 1.7%
Total Internet 16,785.4 100.0%
7. ABC.com 148.8 -15.9% 144.8% 1.6%
Note: home, work and university locations; includes both streaming and
8. MTV Networks Music 143.4 15.7% 359.6% 1.5% progressive download video; excludes video server networks
9. Turner Sports and 130.6 -5.1% 60.0% 1.4% Source: comScore Video Metrix as cited in press release, June 4, 2009
Entertainment Digital 104596 www.eMarketer.com
10. CNN Digital Network 112.5 8.7% 32.7% 1.2% 104596

Overall online video usage 9,453.0 -2.3% 24.2% 100.0% YouTube also leads in unique viewers, according to comScore’s
Note: home and work locations; includes progressive downloads but
April 2009 figures. Google sites—which include YouTube and
excludes video advertising Google Video—attracted almost 108 million unique viewers,
Source: Nielsen Online, "VideoCensus" as cited in press release, May 14,
2009 nearly double the total of Fox Interactive Media properties (parent
104092 www.eMarketer.com company of MySpace) and nearly triple that of Hulu.
104092

YouTube remains by far the biggest online video site, and the Top 10 Online Video Properties Among US Internet
Users, Ranked by Unique Viewers, April 2009 (millions
undisputed leader in the user-generated category. Nielsen and average videos per viewer)
estimated that YouTube served more than 5.4 billion streams in
Unique Average
April 2009—a 35.5% increase over the previous year. Its share of viewers videos per
viewer
streams stood at nearly 58.1%.
1. Google sites 107.9 63.3
2. Fox Interactive Media 58.8 8.7
3. Yahoo! sites 45.4 7.8
4. Hulu 40.1 9.9
5. CBS Interactive 37.1 5.5
6. Viacom Digital 34.6 9.1
7. Turner Network 34.2 8.0
8. Microsoft sites 32.0 9.0
9. AOL 23.7 5.1
10. Facebook 13.3 3.3
Total Internet 151.7 110.7
Note: home, work and university locations; includes both streaming and
progressive download video; excludes video server networks
Source: comScore Video Metrix as cited in press release, June 4, 2009
104599 www.eMarketer.com
104599

®
Video Content 13
Top Video Sites Future Trends
As measured by time spent viewing, YouTube also came out on top The growth of online video in the US will be fueled
in a Nielsen survey of US Internet users ages 35 to 49. These viewers
by convergent trends in technology development,
spent more than 2.9 billion minutes on YouTube in April 2009,
compared with 933 million minutes on Hulu. However, in terms of content availability and consumer behavior.
growth, Hulu scored highest in the ranking, increasing its minute
count by more than 150% in April 2009 over November 2008.
Mobile
With an installed base of video-capable smartphones in the tens of
Top Five Online Video Sites Among US Internet Users
Ages 35-49, Ranked by Time Spent Viewing, November millions of units, the US seems poised for a surge in mobile video.
2008 & April 2009 (millions of minutes)
One of the key drivers to growth in mobile video is the capability to
November 2008 April 2009
stream video live in browsers, as the iPhone 3GS does. This feature
Site Time Site Time
spent spent allows people to use their smartphones the way they might use
1. YouTube 2,740 1. YouTube 2,983 the Web without relying on a specific relationship between the
2. Hulu 372 2. Hulu 933 content owner, device manufacturer and mobile carrier.
3. Megavideo 225 3. ABC.com 313
4. CNN Digital Network 154 4. NBC.com 215 Monetization
5. Nickelodeon Kids and Family 143 5. CNN Digital Network 187 One of the ripple effects of the emergence of Hulu has been a
Network
sense of clarity in the monetization of online video. Contrary to a
Note: home and work locations
Source: Nielsen Online, "VideoCensus" as cited in press release, May 14, few years ago, when content owners experimented with
2009
transactional models for news videos and episodic TV content
104095 www.eMarketer.com
104095
online, those genres are now firmly in the ad-supported camp. At
Hulu viewers in every other age category also increased their the same time, feature films and live sports are funded mostly
average viewing time on the site, according to Nielsen. The groups through fee-based systems.
with the biggest gains were those over age 35, with the largest However, both Hulu and YouTube have publicly stated their desire
percentage increase among seniors. to experiment with transactional approaches, and news
organizations have also sent signals that they intend to charge
Average Time Spent Viewing Video on Hulu by US
customers for some content that is currently free. Also, Internet
Internet Users, by Age, November 2008 & April 2009
(minutes per viewer and % change) service providers are testing metered-bandwidth plans that would
November April % impose fees on the heaviest users of online video—the most
2008 2009 change bandwidth-intensive form of digital content.
2-11 50 122 143%
12-17 78 129 65% If these experiments are deployed without regard to potential
18-24 151 379 151% consumer backlash, they could threaten the growth of online
25-34 237 353 49% video. On the other hand, if Web video and news portals are smart
35-49 164 416 154% about how they monetize their content—for example, imposing
50-64 100 284 184% small fees for only ultrapremium video—they will likely generate
65+ 27 151 232% new revenue streams without alienating their customers.
Note: home and work locations
Source: Nielsen Online, "VideoCensus" as cited in press release, May 14,
2009
104097 www.eMarketer.com
104097

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Video Content 14
Future Trends

Quality A key to this type of technology integration will be cooperation

A study by MarketingSherpa confirmed the widely held view that between content owners (which are interested in monetizing their
picture quality is key to the success of online video. Across every content on as many platforms as possible) and cable systems
age group surveyed, US consumers ranked it as the most (which have a vested interest in preserving the status quo of
important factor in the adoption of streaming video. subscription-based viewing on TV sets).

In this regard, alliances between cable provider Comcast and

Important Factors in Adoption of Streaming Video
According to US Consumers, by Age, September 2008 content owners CBS and Time Warner are encouraging. On July 14,
(% of respondents) 2009, Comcast and CBS announced a technical trial of a concept
<26 27-38 39-54 55+ they are marketing as “On Demand Online.” Essentially, it means
Quality of picture 74% 77% 72% 67% that Comcast customers participating in the test will be able to
Speed of download/streaming 71% 73% 69% 60% stream CBS content on the Web the same way they access it
Lack of interruptions 69% 70% 65% 56% through their cable boxes. Earlier, Comcast had announced a
Ease of watching downloaded video on your 52% 65% 54% 47% similar arrangement with Time Warner called “TV Everywhere.”
TV screen instead of the computer
Ability to watch HDTV 35% 47% 43% 41% These arrangements point to a future in which content will carry
Note: n=1,083 over to all available platforms. As this evolution unfolds, consumer
Source: MarketingSherpa, "2009 Media Consumption Survey," November
2008 as cited in "Marketing With Video Report: Online, TV & Mobile," electronics companies will need to build more connectivity into
December 2008 their devices.
103553 www.eMarketer.com
103553

As broadband penetration increases and compression technology

Interactivity
Another trend that will fuel the growth of online video is interactivity.
improves, content owners, site publishers and mobile carriers will
The major US sports leagues have experimented with streaming
be able to deliver better quality to consumers.
interfaces that allow users to choose among different camera
angles and view multiple games simultaneously on split screens.
“Now you’re seeing people watching
These types of made-for-the-Web features are likely to emerge as
content for longer periods of time, and the
a differentiator for online video providers. Consumers have
reason is that there’s much higher-quality
responded well to interactivity, and a survey of US marketers by
video. We have definitely noticed a PermissionTV ranked interactive video experiences as the top
correlation between the quality of the future trend in online video.
video and how long someone watches it.”
—Randy Levine, senior VP of business development, Next Trend for Online Video According to US
Marketers, 2008 (% of respondents)
iStreamPlanet, in an interview with eMarketer, June 2009
Interactive video experiences 59.6%
Although HD is not as important to consumers as overall quality, Mobile video 49.9%
more and more content platforms—including YouTube and
Internet-enabled TV (i.e., IPTV) 45.8%
iTunes—are upgrading their infrastructure to accommodate HD
streaming and downloading. HD-quality delivery online 40.2%

Multiscreen video (i.e., PC, TV, mobile) 38.3%

These quality improvements will help spur the development of
Other 4.1%
online video from a desktop activity to a more immersive experience.
Source: PermissionTV, "Online Video Survey Results," December 17, 2008
100585 www.eMarketer.com
Integration
100585
To achieve convergence between online video and traditional
platforms, technology providers will need to devise better ways to
bridge the gap between computers,TVs and cable systems—and
content owners will need to provide a more seamless flow of content.

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Video Content 15
Conclusions Endnotes

Online video is on a roll, and its future looks as bright Endnote numbers correspond to the unique
as its recent past. Continued success is by no means six-digit identifier in the lower left-hand corner
a guarantee, however, so to keep the medium on a of each chart. The charts from the report are
growth trajectory, industry leaders will need to keep repeated before their respective endnotes.
the following priorities in the foreground.
105369 |105370
Preserve—and extend—current monetization models.
After a period of experimentation in the early days of Web video, Key eMarketer Numbers — Video Content
monetization vehicles have reached a state of equilibrium. Most 188 million US online video viewers in 2013, up from 144
content is funded through ad-based models, with the exception of million in 2009
live sports and feature films. If content owners or site publishers 85% % of US Internet users who will be online video
viewers in 2013, up from 72% in 2009
stray too far from these parameters, they threaten to derail the
59% % of US population who will be online video
course of online video. Instead, the industry should focus on viewers in 2013, up from 47% in 2009
increasing content availability and nurturing existing revenue Note: individuals who download or stream video at least once per
streams. That means more premium, ad-supported content on month
Source: eMarketer, July 2009
Hulu, YouTube and other portals. It also means expanded efforts 105369
by Hollywood and the major sports leagues to make more of their
content available on the transactional models they have so US Online Video Viewers and Penetration, 2008-2013
carefully nurtured. 2008 2009 2010 2011 2012 2013
Online video viewers (millions) 135 144 154 165 177 188
Live by the precept that content is king. The Web has created
% of Internet users 70% 72% 75% 78% 82% 85%
an environment in which content distribution is as simple as
% of population 44% 47% 50% 53% 56% 59%
pressing a “forward” button. This means that content owners, not
Note: individuals who download or stream video at least once per month
distributors, are in the driver’s seat. To maximize market Source: eMarketer, July 2009
opportunities, content owners need to reach their audiences on 105370 www.eMarketer.com
105370
all existing platforms—broadcast, cable, the Web and mobile
Extended Note: eMarketer defines an Internet user as a person
networks. Consumers will expect no less than total availability,
of any age who uses the Internet from any location at least once
whether in the home, on the Web or on the go.
per month. Population estimates used to calculate penetration
Work together to grow audiences and attract marketers. rate are based on US Census Bureau data.
Content owners, cable companies, site publishers and technology
providers have different—often conflicting—priorities, but they 105642
share a common interest in growing their audiences and
expanding opportunities for brand marketers. Companies across Comparative Estimates: US Online Video Viewers,
2009 (millions)
the online video spectrum will need to continue seeking ways to
leverage each other’s strengths, as Comcast, Time Warner and comScore Inc.*, June 2009 151.7
CBS have begun doing. More experimentation is in order, with the eMarketer, July 2009 144.0
ultimate goal of delivering a seamless, compelling online video Nielsen Online**, June 2009 133.8
experience to the consumer.
Note: *home, work and university locations; data for April 2009; **data for
May 2009
Source: eMarketer, July 2009; various, as noted, June 2009
105642 www.eMarketer.com
105642

Extended Note: comScore includes both streaming and

progressive download video; excludes video server networks.
eMarketer defines online video viewers as individuals who
download or stream video at least once per month. Nielsen
includes progressive downloads but excludes video advertising.

Citation: comScore Video Metrix as cited in press release, June 4,

2009; Nielsen Online, "VideoCensus" as cited in press release, June
11, 2009.

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Video Content 16
Related Information and Links About eMarketer

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Report Contributors
Susan Reiter Managing Editor
Joanne DiCamillo Production Artist
Amanda Green Staff Writer
Dana Hill Production Artist
Jared Jenks Numbers Editor
Chris Keating Senior Researcher
James Ku Data Entry Associate
and Production Artist
Nicole Perrin Copy Editor
Allison Smith Senior Editor

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Video Content 17