Pro Online Video: View Analytics And Category Share
The research report contains full year 2009 online video usage data and analysis
connected with professionally produced, hosted or syndicated online media and entertainment. The research study reveals that views increased by 18% in 2009 to 49.1 billion, and provides both rigorous analytical explanations and detailed graphical illustrations of historical market growth, with forecasts going out to 2014 based on exclusive and extensive AccuStream data sets spanning 1998 2009. Video view data is compiled and sorted by month, site, brand, event, affiliate partners, channels and aggregation services. Internet brands (counting online entertainment destinations owned and operated by major media companies such as Comcast, CBS, Fox Broadcasting, NBC, ABC that include Fancast.com, Hulu.com and TV.com) captured 52.1% of total professional video views in 2009. Cable and television cross-platform brands captured a 33% share, while broadcast networks (ABC, CBS, NBC and CW) captured a 10.3% share, a figure which incorporates serialized episodic program views. Broadcast affiliates, magazines and newspapers combined for a 4.5% share. The major broadcast networks enjoyed the highest viewer conversion rates, with 5.9 views per unique user per site per month, followed by Internet brands at 5.1; cable TV networks and premium channels generated a 4.9 view comparable. Television video views increased category share by 85.7% to 13% of total video views across all categories (compared to 7% in 2008), driven principally by episodic programming on brand operated, co-owned or affiliated sites. Episodic views increased by 134% in 2009. Television and entertainment (including Kids programming) combined for a 51.2% share of total views, with content aggregation services at 14.3% (including AOL, MSN, Comcast, Blinkx, Real Networks and CNET). News and information video captured a 14% share, while sports, music and movies generated 20.4% of the annual figure.TABLE OF CONTENTS:
EXECUTIVE SUMMARY 2
PROFESSIONALLY PRODUCED AND DISTRIBUTED VIDEO ROSE BY 18% IN 2009 2
INTERNET BRANDS OWN 52.1% OF TOTAL PROFESSIONAL VIDEO VIEWS IN 2009 4
BROADCAST NETWORKS POST HIGHEST VIEW COUNT PER UNIQUE USER PER MONTH IN 2009 5
VIDEO VIEWS PER UNIQUE USER PER SITE PER MONTH 5
SECTION ONE 9
MARKET OVERVIEW AND KEY STATISTICAL TRENDS 9
PRO VIDEO VIEWS: 1998 - 2014 9
TOTAL VIDEO VIEWS DELIVERED BY CONTENT CATEGORY 11
CUMULATIVE VIDEO VIEWS BY CATEGORY 1999 - 2009 15
BROADBAND AND NARROWBAND VIEWS DELIVERED COMPARISON AND ANALYSIS: 2000 - 2009 22
SECTION TWO 24
INTERNET BRANDS CONTROL 52.1% OF TOTAL PROFESSIONAL VIDEO VIEWS IN 2009 24
VIDEO VIEWS BY PUBLISHER CATEGORY: 2009 SHARE 24
ENTERTAINMENT/KIDS AND TELEVISION CATEGORIES ARE SHARE LEADERS IN 2009 25
VIDEO AGGREGATOR ANNUAL VIEW SUMMARY: 2009 27
TELEVISION FORECAST TO INCREASE SHARE, MUSIC CONTINUES TO DECLINE AND MOVIES/ FILM ARE POISED TO GAIN MOMENTUM 31
EPISODIC TELEVISION CAPTURES 52.6% OF TOTAL TV CATEGORY VIEWS IN 2009 51
LONG-FORM TELEVISION PROGRAM VIEWING GROWTH: 2008 - 2009 51
EVENTS DRIVEN, NEWS VIDEO VIEW SHARE DECLINES AFTER ELECTION YEAR 2008 81
MOVIES/FILM FORECAST TO EXHIBIT INCREASING SHARE MOMENTUM IN 2010 2014 87
MUSIC SHARE IS DRIVEN BY USER PREFENCE AND DISCOVERY: PRO SHARE CONTINUES TO FALL IN 2009 92
SPORTS VIDEO PROGRAMMMING AND VIEWS EXPANSION AIDED BY SYNDICATION RELATIONSHIPS 99
SECTION THREE 100
BROADCAST NETWORKS POST HIGHEST VIEW CONVERSION PER UNIQUE USER PER MONTH IN 2009 100
VIDEO VIEWS PER UNIQUE USER PER SITE PER MONTH 100
TOTAL VIEWS PER UNIQUE USER ROSE BY 17.8% IN 2009 101
SITES WITH IN EXCESS OF 10 MILLION VIEWS PER MONTH EXHIBITED THE HIGHEST GROWTH IN CONVERSION IN 2009 103
SECTION FOUR 154
TELEVISION VIDEO VIEWS MADE UP 13% OF TOTAL VIEWS IN 2009 154
VIDEO CMS PLATFORMS ENABLE 33% OF TOTAL PROFESSIONAL VIDEO VIEWS IN 2009 155
FULL YEAR 2009 ONLINE VIDEO VIEWS BY SITE, BRAND AND NETWORK 155
CMS Platform 155
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