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The video on the iPod? For Nielsen little or nothing …

The hypothesis could make an old friend of Cupertino smile under the mustache (which now does not bear) Steve Jobs had said it and replied: the video on portable players is not a killer application. Then he presented the fifth generation of iPods capable of also viewing movies, opening sequentially first to the TV show market and then to digital films through the iTunes Music Store. But he had refused to call the new white (or black) "iPod video" player. The previous generation, enabled for the first time to view photos, was instead called "iPod photo", just to emphasize the additional function.

So what's going on? A research carried out by Nielsen, the media market research company – which in the US also performs a function equivalent to that of our Auditel but with much less controversy than those erupted in Italy these days – would show that in effect to users digital video players couldn't care less.

Of course, some enthusiasts who watch everything on their iPod or on their PlayStation Portable have it. And woe to tell him against it. But for most people, video is just one more feature, like games or the calendar. Carina, maybe even useful once or twice, but certainly not the reason for the purchase.

Why such a thing? Only percentages around 1 or 2% of users choose or use video features. In practice, a total failure, relegated to ?dwarf? figures with respect to sales and listening to music. In reality, a chink opens up when you consider that instead many of the iTunes Music Store users watch the TV series purchased on their Mac and PC monitors. In that context, in fact, iTMS proves to be a sort of exceptional tout-court sales service, without limitations with the simple iPod.

The fact, it seems to read between the lines of Nielsen's research taken up by ArsTechnica, that video consumption is more oriented towards media center style home systems. Or, rather, of Front Row type. Whether it is Microsoft's Pc software, Apple's easy-to-use remote control software or loose but very efficient applications (such as VLC, VideoLanClient, Mac, Pc and Linux) especially in digesting the rarest and most unlikely codecs, the giant screen at home is becoming a hybrid between the computer monitor and the flat-screen TV to which the home personal can easily be connected today.

Steve Jobs laughs under his mustache while iTMS continues to run, selling millions of movies and TV series, as well as hundreds of millions of songs. A record that the competition of other platforms (maybe Zune) for now you can only dream of …