Nielsen have released online viewing figures for January, and they show an impressive 45% rise from last year.  The figures show that online tv adoption is the US is on the rise and so are the devices used to watch the streaming.

The online video usage figures show the usual suspects in top place, but with a couple of more surprising entries into the top 10. YouTube are as usual cemented into that top position showing 8.5 billion video streams, this is around 10 times more than the number 2 entry, catch up tv service Hulu.

The total number of streams was 14.5 billion, up by 31.5% for January. Viewing time averages hit 279 minutes which was also an impressive increase of 45%.

The top ten was breached by a couple of young upstarts, namely Netflix (3) and music video site VEVO (9). Netflix certainly came out best, as they are the only pay service in the top ten. And they were also watched longer, with average views of over 11 hours viewing from home and the office. Although they are still miles away from Youtube, their growth rate is much higher.

The only downside for online video viewers was the fact that there was a very modest rise of 3% in new viewers discovering the pleasure of online viewing. Looking forwards, it seems that premium full length content is where the viewers are heading. Hence the purchases by Youtube and Netflix of new content partners.

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