There's a lot of data on Internet video viewing in this press release, but sadly none of it very useful. There's no good way to tie this back to what it means to particular shows. NBC didn't specify the number of people who averaged 84.3 minutes of viewing. It did say that 8.9 million watched either short or full form video and also that 29 million full episode streams were delivered for the month. But this includes content from last year and apparently older shows in the archive. There's no information on specific episodes of specific shows.
This leaves us thinking that Internet viewing of any particular new episode is still a very small percentage of viewing. But overall, average time spent viewing was up 28% versus last September and the number of full streams delivered nearly tripled versus last September. Here's the release:
SEPTEMBER 2008 WAS A RECORD BREAKER FOR NBC.COM
Site Sees Nearly 25 Million Uniques, 29 Million Full Episode Streams of Libraried Episodes
BURBANK, Calif. - October 1, 2008 - NBC.com today announced its results for September 2008, a record-breaking month for the site. With nearly 25 million uniques, September traffic broke the site's previous record of 17.4 million uniques. The site also posted a record 28.8 million short-form video streams, besting the previous high of 22.4 million. The announcement was made by Vivi Zigler, President, NBC Universal Digital Entertainment.
"From 'Heroes' and 'The Office' to 'The Biggest Loser' and 'Saturday Night Live' - we are creating fun and unique entertainment experiences for our users," said Zigler. "Record traffic is the best indicator we could have that the fans are enjoying NBC.com's content."
Of the 25 million unique visitors, 8.9 million viewed either short-form or full episode video on the site. Additionally, visitors watched an average of 84.3 minutes of full episode program content in September, a 28 per cent increase over September 2007. Fans are also using NBC.com to catch up on their favorite shows in preparation for the new season, the site delivered 29 million full episode streams for the month, the highest delivery since May 2008 and almost triple the streams delivered the previous September.
All data was provided by Omniture.
NBC.com, the Emmy Award-winning broadcast network website, is a leading online and mobile destination for television and interactive entertainment. With both derivative and web-exclusive programming, NBC.com pioneered the "360" experience with "Heroes 360," which gave viewers a way to extend their entertainment experience beyond the broadcast, and the first weekly social networking experience attached to a primetime entertainment program with "Dunder Mifflin Infinity." The site offers full episode streaming of many NBC Entertainment shows as well as short clips, interactive games and social networking, including user-generated content. NBC.com continually develops new ways for consumers to experience entertainment content on both existing and emerging platforms. The site is the recipient of multiple Emmy and Webby awards for its content and applications. Please log on to www.nbc.com to learn more.