SEASIDE, Calif. Feb. 17, 2011 AccuStream Research
Pro Online Video 1999 – 2014: Consumption and Category Share Analytics
Based on extensive usage data spanning thirteen years (1998 – 2010), AccuStream Research has structured, compiled, refined, sorted and analyzed video views by month, site, brand, content category, event, affiliate partners, channel and aggregation service.
Growth in 2010 was driven in part by increased episodic TV viewing (over 10 billion total long-form video views tallied, amounting to 14.5% of total views, including TV content on major outlets such as Hulu), combined with the growing importance of video aggregation sites and services (AOL, MSN, Yahoo, VideoDetective, Blinkx, Comcast and others).
In addition, strong demand for entertainment and kids’ video (including Disney.com, Nickelodeon and PBS Kids sites) continued to pace that category’s performance.
Moreover, music video views on ground-breaking, professionally managed sites (i.e. Vevo) improved share percentage significantly, reversing what was a four-year steep decline that inversely parallels the emergence of YouTube in 2006.
Online-only brands (including those owned and operated by major offline media companies) generated 63.1% of total views, an increase of 20% over 2009, while cable/premium TV branded sites controlled another 26.3%.
Entertainment/Kids video made up 24.4% of the market, followed by television-related content at 23.6%. Video aggregators originated 17.2% of 2010 video views.
Video views per unique user per site per month jumped by 51% to 6.2 across all categories, with Internet-only brands delivering 9 views, significantly higher than the average.
Sites with an excess of 100 million views per month clocked in at 18.3 views per unique user, and accounted for 61.8% of total views.
SOURCE AccuStream Research