Nielsen launches online video measurement tool
Nielsen has launched the UK’s first industry-endorsed online video measurement tool today.
The first results from VideoCensus, which measures how people consume, and engage with, online video content, shows that men view nearly twice as much online as women.
The data shows that 26.9 million people in the UK viewed streamed video from home and work computers in April 2011. Females viewed 795 million video streams last month, while males viewed 1.398 billion – 76% more than women. It also shows that YouTube is the most-popular site for watching video content, with 19.5 million unique UK viewers last month, followed by the BBC website (9.1 million), VEVO (5.3 million) and Facebook (4.4 million).
Most popular sites for streaming video
Number of UK people who watched video streams (000s) from home & work computers, April 2011
Accredited by UKOM, Nielsen VideoCensus will become the UK’s industry-approved product for online video measurement from July 2011 onwards, Nielsen said.
“Nielsen is fully committed to being the worldwide leader in measuring what consumers watch, and online video measurement is a fundamental component of that,” Nielsen’s commercial director Ben Mein said. “This new product will help publishers and advertisers in the UK better understand, and take advantage of, the growing influence of online video consumption. Web video is increasingly important as a communications channel and with Nielsen VideoCensus, they now have an industry-endorsed product which allows them to know who, when, where and how people in the UK engage with web video.”
VideoCensus determines where to reach viewers by demographic, site, category, programme and other classifications, and also investigates audience duplication and overlap.
UKOM general manager James Smythe added: “Video-on-demand [VOD] audiences have been growing rapidly, driven by broadcaster investment and platform development. To support the VOD advertising model, the industry needs reliable people-centric measurement, especially with demographics to line up with traditional TV. Nielsen VideoCensus is a hugely important step forward in the measurement and understanding of TV audiences.”