Australians viewed 1.5 billion video streams and spent an average five hours and 23 minutes doing so in September, according to Nielsen figures.
A Nielsen online video report found 76% of the active Australian online audience engaged with online video last month and averaged 127 videos at 152 seconds each. Those in the 18 to 24-years demongraphic doubled the national average of five hours and 23 minutes in time spent and clocked in at over 11 hours. The demographic also accounted for 25% of all streams despite being only 12% of the population.
The largest group which viewed videos online was the 50-plus demographic but they averaged at only two hours and 30 minutes across the month. Men were also overwhelmingly over-represented in online video statistics as the male demographic made up for 63% of streams.
The entertainment category dominated the content of videos and accounted for 1.3 billion of the 1.5 billion streams in September.
Nielsen used its VideoCensus measurement tool to give insights to the online audience's video habits.
IAB chief executive Paul Fisher said: “Online video consumption in Australia is booming and the release of this data is very timely as media planners and their clients look to maximise their video investment across broadcast and online in the lead in to the busiest retail period of the year. If the old advertising adage 'the dollars will follow the eyeballs' is true, then this data will accelerate the investment in online video advertising.
“The IAB will continue to work with Nielsen to endorse VideoCensus. Our goal is to provide the Australian media industry with the most accurate suite of online video consumption data and standardised metrics, which will take us a significant step closer to true cross media measurement.”
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