“Historically short form, clip-length video has ruled streaming on the web—as demonstrated by YouTube’s top spot month after month,” says Jon Gibs, vice president, media & analytics, Nielsen Online. “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.”
In April 2009, people between the ages of 35 and 49, were the fastest growing demographic in time spent viewing per viewer, increasing 29 percent during the past six months. This was 13 percentage points higher than the growth of time spent viewing per viewer for the overall market, which increased 16 percent over the same six-month period.
“Despite what many believe, it is not the young, tech-savvy, early-adopters who are attracted to long-form video,” Gibs add. “In fact, we see that it is the older crowd, viewers 35+, who gravitate toward long-form video, with sites like Hulu acting as a perfect example of this. ”
Hulu has experienced meteoric growth in all aspects of video viewing, especially in time spent. Total time spent viewing increased 119 percent between November 2008 and April 2009. As more people frequent Hulu and stream more videos, more time is also spent watching these videos. Time spent viewing per viewer increased 120 percent, from 147 minutes in November 2008 to 325 minutes in April 2009.
Helping to drive this impressive growth for Hulu are unique viewers between 35 and 49, who in April represented 30 percent of total Hulu viewers. They also spent more time on the site than any other age group, with an average of 416 minutes spent viewing per viewer during the month, 10 percent more than any other demographic group on Hulu. During the past six months, time spent per viewer for the 35 to 49 demographic group has increased 154 percent.
That’s why the Mac (and the iPhone and iPod touch and other devices Apple has no doubt lined up) will continue to be used for video viewing. And that’s why I’d love to see a more multimedia oriented iMac with a built-in TV tuner and at least support for playing Blu-ray discs. Then we’d have a great home entertainment iMac.
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