Content Marketing Blog

YouTube on-demand: Three-quarters of online Australians stream videos

Video streaming website YouTube ranked high in a new ratings service that ranks the most popular brands for Australians streaming videos, time spent, visits per person, the audience size and reach and the stream volumes.

The results of the VideoCensus Audience Measurement Rating service were released on November 30 by Nielsen, looking at the top ten parent, brand, entertainment, and news and information video streaming websites.

Managing director of the Nielsen media group Matt Bruce said that the VideoCensus provides a unique audience profiling, which means marketers can "more easily quantify the audience" and reach "video advertising investments".

Mr Bruce said this will be done by leveraging the data the ratings provide on viewing habits and demographics of "almost 12 million Australians engaged in streaming videos".

YouTube was identified as the leading video streaming website, with 88 per cent of Australians who viewed online video visiting the site in October.

In the entertainment category, YouTube took a large chunk of streaming activity throughout October, with over 10 million Australians engaging with over 1.4 billion streams.

Entertainment also reached 92 per cent of audiences viewing online video content in October, with the highest reach in the youthful demographic of 18 to 24 year olds.

Almost half (47 per cent) of Australians viewing online video accessed content in the news and information category, which included websites such as ninemsn News, SMH, the Age, News Australia, Yahoo!7, the BBC and the ABC.

Over half (52 per cent) of people aged 25 to 34 consumed news and information video content in October, with people aged 55 and over having the most streams in this category.

Chief executive officer of the Interactive Advertising Bureau (IAB) Australia Paul Fisher said: "Video advertising represents 10 percent of the Australian online display market and is growing at a rapid rate.

"The IAB supports the introduction of online video specific audience data to help furnish the industry with audience consumption trends and information that agencies and clients can use to optimise their digital media spend."

Posted by April Revake.