February 19, 2004
ACCUSTREAM RESEARCH REPORT SHOWS DECLINING MARKET SHARE FOR BROADCAST AND CABLE TV NETWORKS AS STAND ALONE BRANDS IN STREAMING MEDIA
Silicon Valley, CA Broadcast and cable TV network brands reached peak streaming media audience share back in September 2001 capturing 85.8% of the streams served by the top ten sites, networks and aggregators, according to data released by AccuStream Research.
However, broadcast and cable TV streaming media share of top ten sites, networks and destinations fell to 4.6% in late 2003 (figures do not include download-and-play video offered by ESPN.com, ABC.com and Movies.com), as Internet-only brands aggressively grew stream counts and more on-air brands moved content behind stand-alone or aggregated subscription sites.
“Content brands aligning with major distribution is nothing new,” noted AccuStream research director Paul A. Palumbo, “and those brands continue to generate substantial views, albeit through their broadband portal partners”.
“What has happened in the period of three years, however, is that online-only brands like AOL Broadband, Real Networks and Yahoo have managed to establish leading broadband market positions and brand loyalty. MSN Broadband jumping in with a major ad-supported service backed by Microsoft now joins them. Those market positions will be hard to overcome by any other broadband or distributor player.”
“Moreover, while certain streaming media categories such as news and sports are dominated by broadcast and cable TV network brands online, other key categories like music video—a genre pioneered by television—have been supplanted by Internet-only brands that now enjoy a commanding lead in race for broadband viewer loyalty.”
Broadcast sites such as CBSNews.com now more aggressively court broadband users, and broadband advertisers. But, numerous cable network sites remain unappealing destinations for broadband users.
For streaming video, the report examines data by broadcast and cable TV site, relationships with aggregators such as AOL Broadband and Real Networks, viewing share in each content category, and the performance of broadcast and cable TV networks and stand alone subscription services.
The report’s analysis also reveals that the Internet music audience is almost completely owned by Internet-only brands such as AOL, Launch.com (owned by Yahoo), Real Networks, MusicMatch and Live365.com.
AccuStream Research publishes the monthly reports iBroadcast Stream Report, iBroadcast Avails Report, iBroadcast Wireless and Mobile Content Report, plus other annual and semi-annual streaming media reports with extensive data and analysis.
Paul A. Palumbo, email@example.com