Demand for professionally produced and distributed online video continued unabated in 2008, with cumulative volume advancing 24.3% to 41.6 billion views. Over the past ten years, audiences have accessed 142.7 billion pieces of professionally produced, brand-hosted and distributed video. A category-by-category analysis of cumulative views shows music with 25.5%, news 22.6%, entertainment/kids at 20.2%.

Significant category share shifts are revealed, however. Entertainment/kids captured 10% in 2001, and 30.4% in 2008, as brands like Warner Bros. (Cartoon Network), Viacom (GameTrailers.com, Noggin.com, Nick.com, NickJr.com) and Disney (Disneychannel.com, Disney.com) consistently and expertly publish exclusive content to young, connected audiences.

By contrast, music has experienced steady declines since 2005, when that non-exclusive content category crested at 45.6% share, and perched at 11.3% share in 2008.

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