2. Online video usage is growing
144 million U.S.
viewers and counting
+45% growth in time
spent streaming
Source: The Nielsen Company; January 2011
3. Mom’s time is precious … but she’s
creating time for online video
Source: The Nielsen Company
4. Understanding the situational +
emotional triggers of video usage
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What distinguishes Mom’s consumption habits?
When is she viewing?
What genres top of her list?
What daily life occurrences and needs prompt
her digital and video usage?
What mindsets prevail when she is viewing?
Vegging out, staying connected?
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Blending audience measurement +
digital ethnography for a 360⁰ view
Demographic Breakdown Passive streaming behavior via
Nielsen VideoCensus
35 women from Nielsen MegaPanel
Medium-high TODAY.com streamers (visit
4x+ in 6 mos. period)
Kids and no kids
23 states represented
Working and non-working
Respondents equipped
with video cameras spent
10 days documenting their digital lives
Source: The Nielsen Company
6. ‘Prime time’ is all the time for
Mom
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Moms spend more time online compared to an all female audience.
Total Time Online Indexed to Total Female Audience
Source: The Nielsen Company
7. Daily digital routines are structured
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Online activity occurs in spurts
Setting the table for the day
with email, then social nets
(typically ) ), weather, news
& financial headlines
Streaming full shows is
infrequent
Moms (and all women) scour
for snippets
Source: The Nielsen Company
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What they’re watching …
Source: The Nielsen Company; March 2011
Top Online Video Brands by Unique Viewers
Female 21+ w/ Kids 2-17. March 2011
Video Brand Unique Viewers (000) Total Streams (000)
YouTube 20,846 1,091,970
Facebook 7,253 27,302
VEVO 7,152 60,730
Yahoo! 5,100 30,127
MSN/WindowsLive/Bing 2,945 32,245
Hulu 2,110 106,033
Fox Interactive Media 1,962 16,817
AOL Media Network 1,911 14,123
Disney Online 1,792 16,960
The CollegeHumor Network 1,620 3,508
Initially moms demonstrated a lot of co-viewing behavior but
mainstream sites not consume most of their time
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What they told us …
Hulu, Netflix and YouTube are popular with working
and non working moms
Most ethnography respondents stream TV on Hulu due
to:
Superior audio quality
Superior video quality
Low/Minimal buffering
Tolerance for commercial breaks is high! Advertising is
deemed a small price to pay for convenient content
Source: The Nielsen Company
12. Videos shared through her social networks
are embedded with trust
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Source: The Nielsen Company
Moms account for
1/4 of all streams
occurring on
social networks
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Video fits into her structured
digital life – a key benefit for Mom
Rich Experience: Videos go deeper and offer a more tangible connection
given the personal nature of shared content or novelty of subject matter
Trust/Reliability: Moms favor videos that are sent to them owing to
Trust/Reliability of sources while cutting through the clutter
Controlled Viewed (“When I want it”): Videos are filed for later viewing
when “I need a break or I am feeling bored,” thus reiterating its role as a
mental energizer OR
“Because I missed it”: I catch up on shows at work as I go to bed early…”
Low / No Cost
Source: The Nielsen Company
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… and meets emotional needs too
Social Currency: She needs to be in the
know
Help, I’m bored. Please energize me!:
Women look to viral videos, TV shows
and movies as boosters; checking
Facebook and email are “mini-breaks”
Loneliness: SAHMs crave connection
Time to Decompress, “Get Happy”:
Escaping the stress of the workday by
surfing before bed balances out the
day, contributes to their overall well-
being
“After reading so many SEC filings in a
day, it’s nice to have something fun
… like Facebook or another online
venue where you can just sort of
enjoy it and not think too much
about it in the end, and that’s what I
do.” – Alisa G.
Source: The Nielsen Company
16. Three Big Opportunities
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Mom will most value:
“Snack-sized” content that she can easily find and
share (remember she’s got 7 minutes a day!)
“Extras” like behind-the-scenes interviews,
outtakes and other extras
Content and creative that meets her need to
“catch up,” “energize,” or “decompress,” and keep
her from “feeling alone.”
