From Cynopsis 12.8.


DVR penetration and online video viewing during Q3 2009 were up by 21% and 35% year-on-year, respectively, according to Nielsen's latest A2/M2 Three Screen Report. For the first time this quarter, the report indicates how much time the average American spends in a typical week with TV, internet and mobile devices and new platforms are growing fast. But the People Meter-sourced findings still say that nearly 99% of all video in the U.S. is consumed on tradition television. (The weekly breakdown goes like this: 31 hours of TV; 31 minutes of DVR playback; 22 minutes watching online video; and 3 minutes watching mobile video.) Other trends included: Young adults 18-24 still spend most of their three screen time watching live TV, but they typically devote more time to watching online video than timeshifted TV The first few weeks of the September TV season brought a large surge in timeshifting with viewers sampling the new season TV programming with their DVRs Time spent viewing video on social networking sites increased 98% from October 2008 to October 2009,with the 35 to 49 year old demo increasing viewership time by 37% and the 65+ segment increasing their viewership 47% year-over-year Mobile video viewing continues to grow, with 15.7 million Americans viewing video on their mobile phones in Q309, an increase of +53% versus last year

Overall Usage Number of

Users 3Q09

2+ (in 2Q09


-Monthly Reach

3Q08 % Diff Yr. to Yr. +0.2% +25.5% +19.0% +14.8% +5% +53%

Watching TV in the home Watching Timeshifted TV Using the Internet

282,957 84,920

284,396 282,289 82,297 67,656 160,070 120,343 225,392 10,260

190,481 191,035 133,962 233,722 15,267

Watching Video on Internet 138,162 Using a Mobile Phone Watching Video on Mobile 237,411 15,744

Source: The Nielsen Company

Monthly Time Spent In Hours: Minutes Per Users 2+ (in 000's) 3Q09 Diff Y/Y Watching TV in the home Watching Timeshifted TV Using the Internet Watching Video on Internet Mobile Subscribers Watching Video on Mobile 3:15 3:15 3:37 -10.0% -0:22 129:16 7:12 27:32 3:24 141:45 7:16 26:15 3:11 129:45 5:56 27:18 2:31 -0.4% +21.1% +0.9% +34:9% -0:289 +1:14 +0:14 +0:53 2Q09 3Q08 % Diff Yr. to Yr. Absolute

Source: The Nielsen Company, Based on Total Users of each Media. Note: TV viewing patterns in the U.S. tend to be seasonal, with TV usage higher in the winter months and lower in the summer months, leading to a decline in quarter to quarter usage

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