Yahoo7 signs Nielsen to measure online video audience

Tim Burrowes

May 31, 2010 1:53

Yahoo7 has signed Nielsen to measure online videos on its site and will for the first time be able to provide figures on average daily unique browsers, average stream duration, stream views, completed streams and total time.

The online publisher said the move is a response to continued growth in downloading and streaming of online video in Australia.

Damon Scarr, Yahoo7 national media sales director, said: “Our advertisers are telling us they want reliable insights and intelligence on online video.”

According to Nielsen’s 2010 Internet & Technology Report, 41 per cent of Australian internet users download or stream videos, while a further 44 percent intend to increase their online video streaming and 33 per cent plan to download more online video content in the year ahead.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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2 COMMENTS

Social Media Green P Plater 31 May 10

…what took them so long?

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Grant H S 1 Jun 10

Good move, but a move that every publisher should make with the introduction of video content.

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Yahoo7 signs Nielsen to measure online video audience

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