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November 4, 2009

ACCUSTREAM RESEARCH: UGV LIBRARY ANALYSIS REVEALS CORE CONTENT CATEGORY STRENGTHS BY BRAND

Seaside, CA, User Generated Video (UGV) libraries analyzed by category have exhibited consistency, resiliency and significant evolution over the past five years, with comedy/funny, music and entertainment as the leading view generators.

Within each brand’s video vault, distinct category specialties and leadership positions have emerged, with publishing initiatives keenly focused on entertaining mainstream and highly targeted audiences, according to UGV Library Share Shifts 2005 – 2009, a comprehensive comparative analysis of brands and their libraries.

Over the past five years, comedy/funny categories have captured 19.5% of cumulative library views, based on average viewing share across the major brands, followed by entertainment at 14.3%, music at 14.1%, people/family/Vlogs at 6.4%.

The report’s data-driven analysis of category share inside individual UGV libraries covering periods 2005 – 2007 and 2005 – 2009 shows YouTube’s music library the dominant content category on the site with a 31.4% share, up from 28% in 2007, while DailyMotion’s comparable captures a 26.7% share of cumulative library views.

The report analyzes and segments library share (percent and total views) for UGV brands now publishing between twelve to eighteen different content categories, including professional partner channels. YouTube’s professional partner channels contribution to cumulative views, for example, has risen from 10.6% (2005 – 2007) to 18.8% today.

Top content categories for each brand’s library analyzed include Break.com (“Funny” at 26.1%), Funnyordie.com (“Sketch Comedy” at 38.1%), MegaVideo (“Comedy” at 21.3%), MetaCafe (“Comedy” at 15.2%), MySpace (“Entertainment” at 15.1% inside UGV channels only--excluding semi-pro and pro content) and Yahoo Video (Sports at 10.4%). Library sizes can range from 15,000 to over 5.6 million videos in regular rotation.

Cumulative views for videos published from 2003 through 2009 have surpassed188.8 billion, and analysis shows UGV exhibiting strikingly similar growth trends and adoption characteristics to those seen in professional online video.

A comparison of early professional video publishing online from 1999 – 2002 with UGV’s emergence from 2006- 2009 is included, and shows triple-digit yearly increases followed by alternating high double-digit years. UGV view growth is estimated at 37.1% in 2009, while the professional counterpart is tracking in at 18.1%.

AccuStream Research reports published in 2009 analyze video views, video advertising networks, video CMS platforms, video indexing, metadata, CDN, and Internet radio.

Contact: Paul A. Palumbo, ppalumbo@accustreamresearch.com
(831) 757-2556

Accustream Research
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