YouTube Stays on Top Despite Hulu’s Rapid Growth, Nielsen Says

May 14, 2009  •  Post A Comment

YouTube remains the No. 1 online video site, even as Hulu continues to grow exponentially, Nielsen Online reports.
Hulu is the fastest-growing site among Nielsen Online’s top 10 video brand sites, which include YouTube, Yahoo!, Fox Interactive Media, Nickelodeon Kids & Family Network, MSN/Windows Live, ABC.com, MTV Networks Music and Turner Sports & Entertainment Digital.
YouTube delivered 5.5 billion total streams in April, while Hulu increased 490% from 63.2 million streams in April 2008 to hit 373.3 million in April ’09.
Total time spent viewing also increased for Hulu, growing 119% between November 2008 and April 2009. Time spent viewing per viewer increased 120% to 325 minutes in April.
Jon Gibs, vice president of media and analytics for Nielsen Online, attributed Hulu’s growth to “a good interface and excellent, aggressive marketing campaign.”
“Historically, short-form, clip-length video has ruled streaming on the Web—as demonstrated by YouTube’s top spot month after month,” Mr. Gibbs added. “Hulu, along with pure-play providers like Veoh and the TV networks, have spent the past two years trying to convince consumers that the Internet can be a good place to watch full-length programming as well. April’s strong showings of Hulu, Fox and ABC suggest that consumers are beginning to listen.”
Nielsen’s report also found that people age 35-49 was the fastest-growing demographic for time spent viewing during April. Among that demographic, the top five sites were YouTube, Hulu, ABC.com, NBC.com and the CNN Digital network. Unique viewers age 35-49 represented 30% of total Hulu viewers in April.
“Despite what many believe, it is not the young, tech-savvy, early adopters who are attracted to long-form video,” Mr. Gibs said in a statement. “In fact, we see that it is the older crowd, viewers 35-plus, who gravitate toward long-form video, with sites like Hulu acting as a perfect example of this.
“Advertisers are paying attention,” Mr. Gibs added. “They see long-form video sites like Hulu as a safe bet for online advertising, recognizing that their key audiences are there and more willing to sit through an online advertisement while watching a favorite show, much as they do with the TV.”

40 Comments

  1. I am age 35 and don’t own a TV set and watch my fav programs via Hulu, Youtube (which for me, has the best video player, video viewing period), sometimes Fancast, ABC.com (very good), CBS.com (the worst for viewing video), NBC.com (better than CBS for viewing video content), CWtv.com (the best video viewing). Believe it or not, I don’t fast forward through the online commercials and most time, you can’t fast forward past or skip through the commercials. I do find myself clicking on advertising elsewhere on the site. Advertising is important and I do pay attention.

  2. I do own a TV, but I also watch programs via Hulu, Youtube, CBS, ect…
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