Nielsen Media Research's latest study shows that less than 1% of the content played on iPods or in iTunes is video, while just 2.2% of video iPod users are taking advantage of that functionality on their devices. Reuters noted that Nielsen also looked at the duration of usage, finding that 30- and 60-minute TV shows rise to only 2% of iPod and/or iTunes usage, although it jumps to 11% among video iPod owners who play the content on their devices.

In addition, Nielsen revealed that 15.8% of iPod users have played a video on an iPod or in iTunes. One-third of those users don't own a video iPod, which shows that there is interest among non-video iPod users in playing iTunes video on their computers.

Nielsen estimated that approximately 15 million U.S. households, or 13% of the total, own at least one iPod each, with 30% of them being video iPods. Apple has sold nearly 70 million iPods total since the product's introduction a little over five years ago.

Reuters noted: "Nielsen's take on video consumption is highly subject to interpretation. Worst-case scenario: The panel is an early indication that TV and movies have limited appeal on iPods. Best-case scenario: While adoption of video may be proceeding more slowly than the hype suggests, there is tremendous upside ahead."

Nielsen has been attempting to gauge non-traditional forms of video viewership through its Anywhere Anytime Media Measurement (A2M2), now that digital video consumption has become widespread. Last month, the firm monitored 400 U.S. iPod users, and it plans on monitoring a larger group by the end of the year. Nielsen also plans to adjust its future reporting to look at iTunes users who don't own iPods.