MUMBAI: In the US, the amount of time spent streaming videos online is growing at a much faster rate than the number of video viewers, according to Nielsen.

Over the last three years, time spent watching video from home and work computers has more than doubled while the number of unique viewers increased 26 percent over the same period.

Nielsen senior VP, client research initiatives Jo Holz said, "The greater increase in time spent viewing compared to the number of unique viewers is likely due to an increase in the amount of video content available for viewers to watch, especially long-form content like movies and TV shows on sites like Netflix and Hulu."
 
During August 2011, viewers aged 18-34 accounted for nearly 40 percent of total streaming time, with males 18-34 contributing 23 per cent. Video viewers aged 35-49 made up 26 per cent of total steaming time during the month, followed by viewers over the age of 50 - the largest segment of the online video population - who spent over nine billion minutes watching, 22 per cent of total streaming time from home and work computers.