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Most online video viewers are women?

This month’s release of Nielsen’s State of the Media has some great findings. ReelSEO reports:

Now here’s something extremely interesting if you put much stock in it. Nielsen, in its State of the Media
Trends in TV Viewing—2011 TV Upfronts, stated that 54% of online video production viewers are…female. That sort of flies in the face of what we have been seeing from all other research outfits up until now.

They also say that only 143.9 million Americans watched online video in January 2011.

Along ethnicity lines, 77.9% of online video viewers are “white” (Don’t call me white! -NOFX), 12.1% hispanic, 10.6% African-American, 3.5% Asian and 1% Native American Indian with 7% listed as “other.”

Theoretically, 42% of online video production viewers are then “white women” from what Nielsen says based on their Video Census 2011 Home and Work.

That’s some pretty big numbers and it seems that there’s been a shift in who is watching Chicago production companies online. As recently as last year comScore reported that there was a majority of men who watched video online, not only in the US, but also in Australia, Japan, Canada, Malaysia, Singapore and the UK. If the US has flip-flopped (remember, apples to oranges = Nielsen to comScore) then we would have joined Germany and Hong Kong as they have female online viewing majorities. I guess we need independent verification from a secondary source. If both Nielsen and comScore say that’s the case, then you marketers out there should be tweaking your campaigns.

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    Tim McGee, Head of Sourcing at Avexis:

    “Based on our experience with Video One and having had the pleasure of working with Irwin, I would recommend both Irwin, Video One, and their services to any company looking to fulfill their photography and videography requirements.” More…

    Robert McSwain, Sr. Curriculum Developer & Technologist at Hyster-Yale Group:

    “My company hired Video One and Irwin and his team hit it out of the park for us. We were working on a short deadline and needed video production work in Chicago and I was unable to get my crew there on the time frame I was given. Video One tackled the project head one and communicated thoroughly with me throughout the process and got the job done.” More…

    Tim Donovan, Corporate Communications, at Fundbox:

    “I had a wonderful experience working with Irwin and Ryan from Video One. We hired Video One to produce a corporate case study video of one of our clients. The shoot was effortless and the team did a great job on editing. We will totally be working with Video One again. We highly recommend them! More…