Hulu Keeps on Growing, But the Big Winner in April was MTV
According to the latest data from Nielsen Online (PDF), overall online video usage in April declined slightly compared to March (-2.3%), and all the major players, except for Youtube (+0.2%) and Hulu (+7.1%) saw the number of video streams on their sites decline. The real winner here, though, is MTV, which streamed 15.7% more videos in April than in March, and which has grown 359.6% year-over-year.
Interestingly, Disney-owned ABC.com, which just struck a deal to syndicate its videos on Hulu, saw the largest decline in streams since March, with a 15.9% drop in total streams.
MTV
Given that few of us here at RWW fall into MTV's demographic, we are just as puzzled as Peter Kafka at AllThingsD about the rapid growth of MTV's streaming video business. MTV grew faster than any other of its competitors among the Top 10 online video streaming sites. While MTV just launched its streaming video service in Japan, Nielsen's data is for the U.S. only.
Looking at MTV's site though, there can be no doubt that MTV has made streaming video the center of its online strategy - and apparently this strategy is paying off.
Older Users Drive Hulu's Growth
On Hulu, according to Nielsen, the time users spent on the service increased by 119% since last November, mostly driven by the impressive growth that Hulu saw among users between 35 and 49. These users now make up 30% of Hulu's viewership and they spend far more time on Hulu than most other demographics (416 minutes per month - 10% more than any other group).
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I don't use MTV, but maybe it's growth streaming video growth is due to the fact that its almost impossible to actually catch music videos on the network these days. I use to watch VH1 which wasn't as overloaded with Reality TV program as MTV, but it's now pointless as well. With the exception of the Top 20 Countdown, and the early morning New Music show, I almost never flip to the channel and see music videos. But since so many music videos have been removed from YouTube, I can imagine a younger population hitting MTV's website for them. If they're available there.
MTV's streaming service is also one of the few available outside the US (in France at least).
My guess is that Comedy Central, and particularly SouthParkStudio, lost a significant part of their users when they made their service US-only.
"Interestingly, Disney-owned ABC.com, which just struck a deal to syndicate its videos on Hulu, saw the largest decline in streams since March, with a 15.9% drop in total streams."
Possibly those two events are connected ... ABC realized it's getting shut out of the online video game therefore decided it needs to partner up with Hulu. Consolidation makes sense for broadcasters. They can't compete with Hulu and youtube on their own IMHO.
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here come the first time in my life and I really did not see this as a successful multi-site, I like this Thank you for better days.
I'm with allgood2, it seems like they could leverage that missing music video repository to get back to their roots. Unfortunately, this also opens the online door for all the trash they put out. I'm pulling for Hulu.
Why did they not mention Crackle.com? I understand the major players are Hulu, MTV and then there are several other smaller players however I recently received a PR piece about Sony's vid site and it looks really good. I would be curious where this site falls in regards to streams.
Crackle formerly Grouper but it seems to be in its death throes now. I wouldn't say it's worth noting.
MTV's streaming service is also one of the few available outside the US (in France at least).
My guess is that Comedy Central, and particularly SouthParkStudio, lost a significant part of their users when they made their service US-only...
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