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Women Want TV, Men Want YouTube

Kim Hart

Online video producers are scrambling to figure out how to measure their Internet audiences in order to attract advertisers. Nielsen Online today released its first findings from VideoCensus, its Web-video measurement service.

Just in time for Valentine's Day, Nielsen outlined the differences in online video watching habits between women and men. When watching on the Web, women tend to favor network television while men gravitate toward user- generated content. Women between the ages of 18 and 34 were almost twice as likely as men to watch shows on the Web sites of TV Networks. Men, on the other hand, were more than twice as likely as women to watch user-generated clips on sites like YouTube, MySpace and Break.com.

Network site loyalists typically go there to see their favorite scenes, episodes and outtakes, according to Michael Pond, a media analyst with Nielsen Online. Those who visit user-generated-content sites favor shorter clips and more inclined to be open to discovering new content.

There tends to be little overlap between networks, the study found. Someone who often watches shows on ABC.com are not very likely to also watch content on CBS.com, for example. But user-generated-content junkies are more likely to jump from site to site.

Besides the gender differences, separate "prime-times" seem to be emerging for online video. Nielsen found that the largest appetite for streaming network broadcast content is between noon and 2 p.m., often watched on lunch-breaks. Viewers of user-generated content, though, tend to flock to video sites between 11 p.m. and 6 a.m.

YouTube was the top online video destination in December, followed by Yahoo and Fox Interactive Media.

By Kim Hart  |  February 15, 2008; 7:15 AM ET  | Category:  Kim Hart
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Lol, I'm female, and alot of times I prefer youtube to TV. I find that, at least in my area, mainstream TV mostly sucks, and cable isn't that much better.

Posted by: ralahinn1 | February 19, 2008 6:05 PM

I wonder if this is because men tend to dominate the remote (mea culpa) when couples watch television, so women tend to want to see what they missed when they are surfing.

Posted by: Robert17 | February 21, 2008 8:25 AM

Audience sites targeted exclusively at women, for 2007 grew by 35%. This category is one of the fastest growing and promising to advertisers on the Net, analysts believe. One of the most popular blogs in the Women's Network is http://sharemuta.blogspot.com/, whose audience is about 10 thousand users. Traditionally, women are considered such topics as fashion, beauty, health, cooking and sex.Women constitute over half the population of the Earth and commit more of all purchases. Therefore, we are constantly looking for new sites for this type of investment.The popularity of women's sites grew in 2007 by 35%, according to new record research company comScore. In July 2008, this kind of resources was visited 84 million people - 27% higher than for the same in 2007.Women's sites, according to ComScore, growing faster all the other thematic segments internet, exceeded only by resources on policies.Being beautiful want at any age. And this is not so difficult as it seems - you need only know what cosmetics are appr
opriate for your age. How do you need to care for face and body, and that in 20, 50 and look at itself-the most.

Posted by: rinaldo | August 16, 2008 2:12 PM

Audience sites targeted exclusively at women, for 2007 grew by 35%. This category is one of the fastest growing and promising to advertisers on the Net, analysts believe. One of the most popular blogs in the Women's Network is http://sharemuta.blogspot.com/, whose audience is about 10 thousand users. Traditionally, women are considered such topics as fashion, beauty, health, cooking and sex.Women constitute over half the population of the Earth and commit more of all purchases. Therefore, we are constantly looking for new sites for this type of investment.The popularity of women's sites grew in 2007 by 35%, according to new record research company comScore. In July 2008, this kind of resources was visited 84 million people - 27% higher than for the same in 2007.Women's sites, according to ComScore, growing faster all the other thematic segments internet, exceeded only by resources on policies.Being beautiful want at any age. And this is not so difficult as it seems - you need only know what cosmetics are appr
opriate for your age. How do you need to care for face and body, and that in 20, 50 and look at itself-the most.

Posted by: rinaldo | August 16, 2008 2:52 PM

Audience sites targeted exclusively at women, for 2007 grew by 35%. This category is one of the fastest growing and promising to advertisers on the Net, analysts believe. One of the most popular blogs in the Women's Network is http://sharemuta.blogspot.com/, whose audience is about 10 thousand users. Traditionally, women are considered such topics as fashion, beauty, health, cooking and sex.Women constitute over half the population of the Earth and commit more of all purchases. Therefore, we are constantly looking for new sites for this type of investment.The popularity of women's sites grew in 2007 by 35%, according to new record research company comScore. In July 2008, this kind of resources was visited 84 million people - 27% higher than for the same in 2007.Women's sites, according to ComScore, growing faster all the other thematic segments internet, exceeded only by resources on policies.Being beautiful want at any age. And this is not so difficult as it seems - you need only know what cosmetics are appr
opriate for your age. How do you need to care for face and body, and that in 20, 50 and look at itself-the most.

Posted by: rinaldo | August 16, 2008 2:52 PM

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