subject: Pro And Ugv Viewing Share Analytics: 2005 - 2009 [print this page] UGV and professionally produced, distributed and syndicated video combined rose 35.9% in 2009, generating 93.2 and 49.1 billion views respectively. UGV views grew by 47.8%, while the growth figure for pro video was 18.1%. UGV views surpassed professional counterparts in mid 2007, driven in part by longer viewer engagement resulting in more views per site per month. This research report analyzes 2009 views data for Professional and UGV sites. The report shows that UGV averaged 27.1 views per unique user per month per site, compared to 4.1 on professional sites. Each content category (Music, news, entertainment and comedy, among others) on both professional sites and UGV destinations are compared. The reports findings reveal that while music video peaked on professional sites in 2005 with 45% total market share, a steep decline began with the emergence of UGV outlets in 2006. Over the period 2007 2009 music videos available through YouTube increased in cumulative library share from 28% to over 31%. Music videos captured 6% share in the professional category in 2009. Entertainment video (including competing Kids programming on Nickelodeon and Disney sites, animation and comedy) captured a 30.4% share on the professional side in 2008, but stalled at 30.3% share in 2009, and currently trending slightly down. Entertainment is highly competitive in UGV, with comedy, funny and entertainment categories owning double-digital library share across sites such as Break.com, YouTube, Megavideo, Funnyordie.com and Metacafe. The strength of UGV libraries is derived from a community of editorial contributors creating multi-dimensional programming for a nation of channel surfers. These radial or non-linear libraries more closely align with TV scrolling behavior than linear offerings, weaving enough relevancies into the initial video choice to stimulate increased search, discovery, sharing and enjoyment. Pro content online is primarily linear, but delivers against a core weakness of UGV: entertainment consistency. There appears to be compelling incentives for each publishing segment to further integrate with one another to create and exploit non-linear video libraries, and this research study is designed to assist with those market alignment initiatives.
TABLE OF CONTENTS:
EXECUTIVE SUMMARY 1
PRO UGV ONLINE VIDEO MARKET COMPARISON AND OVERVIEW 1
UGV AND PRO VIDEO CHART SIMILAR EARLY MARKET GROWTH TRAJECTORIES 1
COMEDY, ENTERTAINMENT AND MUSIC CAPTURE DOMINATE VIEWING SHARE ON UGV NETWORKS 2
EXPLOITATION BASICS: UGV STRENGTHS INCLUDE MULTI-DIMENSIONAL PROGRAMMING; PRO VIDEOS STRENGTH IS PROGRAM CONSISTENCY 3
SECTION ONE 5
PRO UGV ONLINE VIDEO MARKET COMPARISON AND OVERVIEW 5
UGV AND PRO VIDEO GROWTH RATE COMPARISON 2006 - 2009 6
UGV AND PRO VIDEO CHART SIMILAR EARLY MARKET GROWTH TRAJECTORIES 7
PRO AND UGV VIEWS SURPASS 142 BILLION IN 2009 7
PRO AND UGV VIEW SHARE: 2005 - 2009 7
UGV VIEWS GENERATED 65% OF TOTAL ONLINE VIDEO VIEWS IN 2009, UP FROM 60% IN 2008 9
COMEDY, ENTERTAINMENT AND MUSIC CAPTURE DOMINATE VIEWING SHARE ON UGV NETWORKS 11
NEWS VIDEO SHARE ON YOUTUBE SURGED FROM 2008 - 2009 13
YOUTUBE CATEGORY SHARE SHIFTS: 2005 - 2009 13
EXPLOITATION BASICS: UGV STRENGTHS INCLUDE MULTI-DIMENSIONAL PROGRAMMING; PRO VIDEOS STRENGTH IS PROGRAM CONSISTENCY 17
SECTION TWO 20
PRO AND UGV COMPARATIVE VIEWING SHARE BY CATEGORY: MUSIC VIDEO 20
MUSIC IS A MAJOR DRIVER OF UGV MARKET GROWTH 21
UGV MARKET GROWTH 2005 - 2009 22
THE GROWTH OF UGV MUSIC VIEWS CORRESPONDS TO DECLINING SHARE ON PROFESSIONAL VIDEO SITES 23
MUSIC LIBRARIES ON UGV SITES AVERAGE A 14.1% SHARE 24
UGC Music Category share analysis 24
YOUTUBE UNDERPERFORMS IN THE ENTERTAINMENT CATEGORY 26
PROFESSIONAL AND SEMI-PRO PARTNER CHANNELS ON YOUTUBE CAPTURE 18.8% OF VIEWS 28
