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Streaming Media Growth and Content Category Share: 2006 - 2010

Streaming video once again turned in a substantial growth year in 2006, driven by an expanding library of high production value content from major networks and channels, broadband extensions of general entertainment and information network content and driven up by the appetite for streaming audio and video content by an increasingly savvy group of broadband users.
  • Video streams served increased 38.8% in 2006 to 24.92 billion across all entertainment and media sites, including free (ad-supported) and subscription service streams; this does not include the User Generated Video segment

  • Broadband streams (100 Kbps and above) made up an estimated 88.5% of total streams served in 2006

  • Narrowband video streams made up 11.5% of total streams served, compared to 15.1% in 2005 (a percentage total share decline of 23.8%)

  • Broadband streams per unique user per month viewed on primarily broadband-centric sites such as AtomFilms.com, BravoTV.com, Feedroom, IFILM.com, MSN Video, MTV Overdrive, Yahoo Music, StupidVideos.com, WWE.com and others declined by 10.9% in 2006 to 10.6 views per month per unique user per month

  • Music videos once again commanded the largest share of streaming video usage online in 2006, capturing 35.5% of total views

  • News and information captured a 23.6% share

  • For Internet music radio: Annual listening hours (streamed) rose by 17.6% to 3.81 billion in 2006

  • This figure includes individual song plays not directly associated with a programmed station, but does not include downloads

  • The corresponding figure was 3.2 billion listening hours in 2005

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TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1
  Video Streams Served: 1998 - 2010 1
  The growth in video streams served was accelerated by 1
  Music video and film categories reveal share declines in 2006 2
  Category Share % Changes: 2006 Vs. 2005 3
  Annual Internet Music Radio Listening (Streamed) Hours Increased by 17.6% in 2006 4
  Total Listening Hour Comparison: 2004 - 2006 4
  Annual Internet Music Radio Listening Hours: 2004 - 2006 4
SECTION ONE 5
  Streaming Video Segment Growth and Analysis: 2006 5
    The Growth in Video Streams Served Was Accelerated By 5
    Video Stream Counts to Continue on Growth Path, but at a Slower Pace in �07 6
    Video Streams Served: 1998 - 2010 7
    Broadband and Narrowband Streams Served Comparison and Analysis: 2000 - 2010 9
    Broadband and Narrowband Video Market Share: Analysis of Streams Served by Bit Rate 2000 through 2010 10
    Broadband Streams Served (per Unique User, per Site, per Month) Edge Downward Again In 2006 10
    Broadband Streams to Unique Users: 2001 - 2005 11
    Broadband Video Consumption Patterns: Streams to Unique User Comparison: 2001 - 2006 12
    Broadband Streams per Unique User: by Site and Month 2006 13
    Total Streams (Narrowband and Broadband) Dip Slightly in 2006 on a per Site, per Unique User per Month Basis 19
    Total Streams Served per Unique User: 2001 Through 2006 Comparison 20
    Total Video Streams Served Per Unique User: By Site And Month 2001 - 2006 20
    Total Streams per Unique User 2006: Narrowband and Broadband Streams 22
SECTION TWO 41
  Content Category Analysis: 2006 41
  Streaming Video Content Category Definitions 41
    Music and News Continue to Lead Category Ratings Share, but Internet TV and General Entertainment Made Solid Gains in 2006 43
    Content Category Monthly Video Stream Average: 2006 43
    Streaming Video Category Share: 2006 44
    Streaming Video Category Share Shifts: 2003 - 2006 44
    Category Share Trend Line Analysis: 2003 - 2006 45
    Streaming Video Category Share Shifts: 2003 - 2006 46
    Music Video and Film Categories Reveal Share Declines in 2006 47
    Streaming Video Category Share Shifts: 2003 - 2006 47
    Category Share % Changes: 2006 vs. 2005 48
    Streaming Video Category Share Comparison: 2004 - 2005 49
    Broadband Video Streams to Grow by 31.1% in 2007, Narrowband by 1.6% 49
    Broadband and Narrowband Streams Served Comparison and Analysis: 2000 - 2010 50
    Video Streams Served by Content Category 51
  Film and Movie Streams 2006 55
    Film and Movie Streaming Video Share: 2003 - 2006 55
    Film Content 56
  Internet TV 68
    Internet TV Streaming Video Share: 2003 - 2006 68
    Internet Television 69
  News and Information 86
    News and Information Streaming Video Share: 2003 - 2006 86
    News, Information, Business and Finance 87
  General Entertainment 106
    General Entertainment Streaming Video Share: 2003 - 2006 106
    General Entertainment 107
  Sports 123
    Sports Streaming Video Share: 2003 - 2006 123
    Sports 124
  Music Videos 137
    Music Videos Streaming Video Share: 2003 - 2006 137
    Music Videos, Concerts and Events 138
SECTION THREE 149
  Cross Platform Integration Positions The Brand in Front Of More Audiences: 3rd Quarter 2006 Shows Largest Video Stream Count Increase 149
    Quarterly Video Stream Analysis: 2006 149
    Quarterly Video Stream Comparison: 2006 150
    Quarterly Video Stream Analysis: 2006 150
    1st Quarter 2006 Video Streams 151
    Additional 1st Quarter Streaming Data 163
    2nd Quarter 2006 Video Streams 169
    Additional 2nd Quarter Streaming Data 179
    3rd Quarter 2006 Video Streams 180
    Additional 3rd Quarter Streaming Data 195
    4th Quarter 2006 Video Streams 196
    Additional 4th Quarter Streaming Data 211
SECTION FOUR 212
    Annual Internet Music Radio Listening (Streamed) Hours Increased by 17.6% in 2006 212
    Total Listening Hour Comparison: 2004 - 2006 212
    Annual Internet Music Radio Listening Hours: 2004 - 2006 213
    Internet Music Radio 2006: ATH Yearly Ranking and Total Hours Delivered 214
    Internet Music Radio Monthly Site, Brand and Network Analysis: 2006 225
    The Top Ten Internet Music Radio Networks and Services Averaged 298.7 Million Listening Hours per Month in 2006 240
    Internet Music Radio Average Aggregate Tuning Hours: the Top Ten Sites and Networks - 2001 - 2006 (Forecast 2007) 240
    Internet Radio: Top Ten Sites by Month 241
    Internet Music Radio Listening Hours by Month: The Top Ten Sites and Networks 243
    Internet Music Radio 2006: The Top Ten Sites and Networks by Month 244

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