Video Sharing Sites - MSN Video, YouTube and Google Video - Benefit From
Broadband Penetration Increase
NEW YORK, March 14 /PRNewswire-FirstCall/ -- Nielsen//NetRatings, a global
leader in Internet media and market research, announced today that the number
of active broadband users from home increased 28 percent year-over-year, from
74.3 million in February 2005 to 95.5 million in February 2006. Broadband
composition among the U.S. active online population has seen vigorous growth
during the past three years, increasing at least ten percentage points
annually and hitting an all-time high of 68 percent for active Internet users
in February 2006.
From February 2003 to February 2004, broadband composition grew twelve
percentage points, from 33 percent to 45 percent (see Table 1). In February
2005, it increased another ten percentage points to 55 percent. This year,
February saw broadband composition reach an all-time high of 68 percent,
increasing an impressive 13 percentage points over the previous February.
Overall Internet penetration in the U.S. has stabilized over the past few
years, reaching 74 percent at home in February 2006.
As broadband penetration increases, so does the average PC time spent per
person. With fast connections to Web sites for online photos, audio and video
files, online visitors are devoting more time to their computers. Since
February 2003, the average PC time per person among active Web users has
increased approximately five hours from 25 and a half hours a month to 30 and
a half hours a month.
"The correlated growth in average PC time per person is the result of
broadband users' greater satisfaction with their online experience," said Jon
Gibs, senior director of media, Nielsen//NetRatings. "The 'always on' nature
of a broadband connection allows the Internet to become more entrenched in
consumers' lives. In broadband consumers' minds, activities such as checking
account balances, downloading music, watching streaming video and checking
email become just another application of the PC rather than a separate
activity that happens when they log on to the Internet."
Table 1: Growth in Broadband Composition and PC Time among Active Internet
Universe (U.S., Home Only)
____________________________________________________________________
U.S. Broadband PC Time
Year Composition (%) Per Person (hh:mm:ss)
____________________________________________________________________
Feb-03 33 25:33:24
____________________________________________________________________
Feb-04 45 27:52:29
____________________________________________________________________
Feb-05 55 27:49:58
____________________________________________________________________
Feb-06 68 30:35:54
____________________________________________________________________
Source: Nielsen//NetRatings, March 2006
Note: Broadband data is based on individual, active Internet users 2 years
and older.
Video Sharing Sites Enjoy Growing Popularity
With increased broadband penetration, a growing trend is accessing
streaming media online at video sharing sites. MSN Video garnered 9.3 million
unique visitors in February 2006, growing 44 percent over the previous year
(see Table 2). YouTube and Google Video grew from relative obscurity in
February 2005 to substantial players in February 2006, drawing 9.0 million and
6.2 million unique visitors, respectively. iFilm and Yahoo's video search saw
triple digit year-over-year growth in their visitation, drawing 4.3 million
and 3.8 million unique visitors, respectively.
"Video sites have successfully tapped into the use of viral campaigns,
capitalizing on consumers' impulse to share funny clips with their friends,"
said Gibs. "Among these sites, it is not uncommon to see dramatic spikes in
weekly Web traffic due to a popular online video that has been sent from
person to person. Television networks should be looking to embrace, rather
than pull away from these sites, in order to generate buzz for their broadcast
programming."
Table 2: Web Traffic to Video Sites, February 2006 (U.S., Home and Work)
____________________________________________________________________
Video Site Unique Audience (000) Year Over Year Percent Change
____________________________________________________________________
MSN Video 9,279 44%
____________________________________________________________________
YouTube 9,045 NA
____________________________________________________________________
Google Video 6,246 NA
____________________________________________________________________
iFILM 4,336 102%
____________________________________________________________________
video.search.yahoo.com 3,774 148%
____________________________________________________________________
Source: Nielsen//NetRatings, March 2006
Note: This list is a sample of popular video sites and is not meant to be
exhaustive.
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Nielsen//NetRatings reports February 2006 data for the Top Sites by Parent
Company and Top Brands. In addition, Nielsen//NetRatings reveals the Top
Advertisers by Company for February 2006.
Nielsen//NetRatings Top 10 Web Sites by Parent Company and Top 10 Web
Sites By Brand, February 2006
Table 1. Top 10 Parent Companies, Table 2. Top 10 Brands,
Combined Home & Work Combined Home & Work
______________________________________ ________________________________
Unique Time Per Unique Time Per
Audience Person Audience Person
Parent (000) (hh:mm:ss) Brand (000) (hh:mm:ss)
______________________________________ ________________________________
1. Microsoft 112,388 2:04:09 1. Yahoo! 102,165 3:10:46
______________________________________ ________________________________
2. Yahoo! 102,826 3:10:12 2. Microsoft 95,555 0:46:13
______________________________________ ________________________________
3. Time Warner 100,015 4:50:21 3. MSN 91,622 1:43:51
______________________________________ ________________________________
4. Google 90,490 0:54:31 4. Google 89,059 0:53:11
______________________________________ ________________________________
5. eBay 59,120 1:49:13 5. AOL 73,289 6:00:13
______________________________________ ________________________________
6. InterActiveCorp 55,906 0:25:58 6. eBay 52,102 1:53:49
______________________________________ ________________________________
7. News Corp. Online 52,767 1:23:37 7. Amazon 38,994 0:21:14
______________________________________ ________________________________
8. Amazon 45,693 0:23:59 8. MapQuest 36,721 0:13:43
______________________________________ ________________________________
9. Walt Disney 9. Ask Jeeves
Internet Group 41,249 0:34:05 Network 34,259 0:25:29
______________________________________ ________________________________
10. New York
Times Company 38,559 0:15:37 10. Apple 34,211 1:04:13
______________________________________ ________________________________
Example: The data indicates that 38.6 million home and work Internet
users visited at least one of the New York Times Company-owned sites or
launched a New York Times Company-owned application during the month, and each
person spent, on average, a total of 15 minutes and 37 seconds at one or more
of their sites or applications.
A parent company is defined as a consolidation of multiple domains and
URLs owned by a single entity. A brand is defined as a consolidation of
multiple domains and URLs that has a consistent collection of branded content.
Reach is a measure of the unduplicated audience that visits a property. The
data is expressed as the percentage of the total universe of Internet users
who logged onto the Internet at least once during the reporting period.
Nielsen//NetRatings AdRelevance Top 10 Advertisers, February 2006
Top advertisers, ranked by estimated spending, are based on data from
AdRelevance, Nielsen//NetRatings' advertising research service. An impression
is counted as the number of times an ad is rendered for viewing.
Top 10 Advertisers by Estimated Spending
____________________________________________________________________
Total Estimated
Advertiser Spending Impressions (000)
____________________________________________________________________
1. Vonage Holdings Corp $23,022,500 9,473,806
____________________________________________________________________
2. Netflix, Inc. $16,669,900 6,961,163
____________________________________________________________________
3. GUS Plc $16,144,200 9,264,565
____________________________________________________________________
4. LowerMyBills.com, Inc. $12,075,000 2,439,032
____________________________________________________________________
5. Verizon Communications, Inc. $11,259,500 3,211,531
____________________________________________________________________
6. United Online, Inc. $10,219,300 3,468,026
____________________________________________________________________
7. General Motors Corporation $9,580,300 1,600,088
____________________________________________________________________
8. QuinStreet $9,389,800 1,880,501
____________________________________________________________________
9. NexTag.com $8,912,100 2,840,852
____________________________________________________________________
10. Scottrade, Inc. $8,893,200 1,789,189
____________________________________________________________________
Estimated spending reflects CPM-based advertising online, and excludes
search-based advertising, paid fee services, performance-based campaigns,
sponsorships, barters, partnership advertising, advertorials, promotions and
email. Impressions reported exclude house ads, which are ads that run on an
advertiser's own or related property and co-branding relationships.
Example: An estimated 1.8 billion Scottrade, Inc. ads were rendered for
viewing at the cost of approximately $8.9 million during the surfing period.
About Nielsen//NetRatings
NetRatings, Inc. (Nasdaq: NTRT) delivers leading Internet media and market
research solutions, marketed globally under the Nielsen//NetRatings brand.
With high quality, technology-driven products and services,
Nielsen//NetRatings is the global standard for Internet audience measurement
and premier source for online advertising intelligence, enabling clients to
make informed business decisions regarding their Internet and digital
strategies. The Nielsen//NetRatings portfolio includes panel-based and
site-centric Internet audience measurement services, online advertising
intelligence, user lifestyle and demographic data, e-commerce and transaction
metrics, and custom data, research and analysis. For more information, please
visit http://www.nielsen-netratings.com.
NetRatings, Inc.
Suzy Bausch (408) 941-2965
Jennifer Fan (408) 941-2951
SOURCE Nielsen//NetRatings
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Related links:
http://www.nielsen-netratings.com
CONTACT:
Suzy Bausch, +1-408-941-2965, or Jennifer
Fan, +1-408-941-2951, both of NetRatings, Inc.
NOTE TO EDITORS: Please source all data to Nielsen//NetRatings.
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