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User Generated Video 2007 - 2008: Mania Metadata Metrics

UGV is a circular media environment. Users are in multiple points inside the experience. They can start the conversation and they can react to it. This social currency becomes relevant when interactivity associated with UGV is more understood and benchmarked. This report analyzes UGV interaction rates, focusing on user comments, videos and views, compiled from hundreds of thousands of videos.

Top line report findings and analysis:

  • Analysis of hundreds of thousands of videos and comments associated with those pieces of content from YouTube, MySpace, LiveDigital, Metacafe, Yahoo Video, AOLUncut and others reveals an average of 12.6 comments for each video (see data and graphics below) through 2007

  • Across the group of UGV sites analyzed in this research report, a total of 1.19 million videos (hosted inside content categories typically accessible to users) published in 2007 (excluding 2006 and older videos)

  • There were a total of 26.5 million comments published by users associated with those videos, or an average of 22.2 on a per video basis

  • YouTube captured the largest share of those comments, with 79.9%, followed by MySpace TV with 13%

  • MySpace TV showed the highest comments average per video, at 36.9, largely due to the popularity of semi-professional and professional content on the site

  • Metacafe has traditionally generated a high number of comments per published video, due the adult or mature nature of some of its content categories and predominately male audience


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TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1
  UGV Metadata Averages by Brand: 2007 1
  UGV Comments Ranking: 2007 Average Comments per Video 2
  Views per Comment Summary Analysis: by Site 2
  Views per Comment Analysis: UGV Site Summary 2007 3
  UGV Metadata Summary: Average Views per Comment and Average Comments per Video Comparison 2007 3
Introduction and Summary Analysis 4
    Viral CPM Value: Video Consumption Goes a Step Further In UGV 4
    Incorporating Video Metadata In CPM Valuation Models 4
    UGV Building Blocks: Incorporating User Comments and Other Metadata into the CPM Value Chain 5
    UGV Metadata Averages by Brand: 2007 5
    UGV Comments Ranking: 2007 Average Comments per Video 6
    Views per Comment Summary Analysis: by Site 6
    Views per Comment Analysis: UGV Site Summary 2007 7
    UGV Metadata Summary: Average Views per Comment and Average Comments per Video Comparison 2007 7
    Videos and Comments Published Comparison: 2007 8
    UGV Publishing Velocity: 2007 8
    Videos and Comments Published Share Analysis: 2007 9
    UGV Site Summary Analytics 9
    AOLUncut Comments Made per Video: 2005 - 2007 9
    AOLUncut Views per Comment Analysis 10
    AOLUncut Category Analysis: Average Views per Comment by Category 2006 - 2007 10
    Broadcaster.com Category Analysis: Comments, Videos and Views 2006 - 2007 11
    Broadcaster.com Views per Comment Analysis: 2007 12
    Broadcaster.com Category Analysis: Comments, Videos and Views 2006 - 2007 12
    Crackle.com Total Views, Videos, Comments Category Comparison: 2005 - 2007 13
    Crackle.com Views per Comment Analysis: 2007 14
    Crackle.com Total Views per Comment Analysis: 2005 - 2007 15
    Ebaumsworld Views per Comment Analysis: 2007 16
    Ebaumsworld Comments per Video Growth: 2007 16
    Ebaumsworld Views per Comment: 2007 17
    LiveDigital Views and Comments Analysis 18
    Metacafe Comments per Video Comparison 18
    Metacafe Views per Comment Analysis: 2007 Library Comparison 19
    Metacafe Views per Comment Analysis: 2003 - 2007 19
    MySpace TV Views, Videos and Comments: 2005 - 2007 20
    MySpace TV Views, Videos and Comments Analysis: 2005 - 2007 21
    MySpace TV Average Views per Video and Total Comments per Video by Category 2007 22
    MySpace TV Views per Comment Analysis: 2005 - 2007 22
    Veoh.com Views per Comment Analysis: 2007 23
    Veoh.com Videos and Comments Analysis: 2006 - 2007 23
    Veoh.com Average Views per Video, Views per Comment Analysis: 2006 - 2007 24
    Veoh.com Views, Videos and Comments Share Analysis: 2006 - 2007 25
    Veoh.com Views, Videos and Comments Share Analysis 28
    Veoh.com Views, Videos and Comments Share Analysis: 2006 - 2007 28
    Yahoo Video Comments per Video Analysis: 2007 29
    YouTube Comments per Video Analysis: 2007 30
    YouTube Views per Comment Analysis: 2007 by Category 30
    YouTube Views and Comments Analysis 2005 - 2007 31
    YouTube Average Views and Comments Comparison: December 2007 Library Analysis 31
    YouTube Average Views and Comments Analysis 2005 - 2007 32
    A Pro Formal CPM and Hybrid Comment Interaction Model 32
    MySpace TV Advertising Pro Forma Analysis 33
SECTION ONE: AOL Uncut 34
    AOLUncut Aggregate and Average Video Views 34
    AOLUncut Total Comments Growth: 2005 - 2007 34
    AOLUncut Comments per Video Analysis: 2005 - 2007 35
    AOLUncut Comments per Video Trend Lines: 2005 - 2007 36
    AOLUncut Comments Comparison by Category 36
    AOLUncut Comments Trend Lines by Category 37
    AOLUncut Comments Comparison: Total Category Comments 2005- 2007 37
    AOLUncut Category Analysis: Average Views and Comments per Category 2006 - 2007 38
    AOLUncut Category and Comment Share Analysis 41
    AOLUncut Category and Comment Share Analysis Cumulative Share through October 2007 42
SECTION TWO: Broadcaster.com 43
    Broadcaster.com Aggregate and Average Video Views 43
    Broadcaster.com Category Analysis: Comments, Videos and Views 2006 - 2007 44
    Broadcaster.com Categories and Comments 45
    Broadcaster.com Average Comments per Video: by Category 2006 and 2007 46
    Broadcaster.com Percent Category Comments 46
    Broadcaster.com Category and Comment Share Comparison: 2006 - 2007 47
    Broadcaster.com Comment and Category Share Analysis: 2006 - 2007 48
SECTION THREE: Crackle.com 49
    Crackle.com Total Views: 2005 - 2007 49
    Crackle.com Cumulative Views: 2005 - 2007 50
    Crackle.com Views and Comments Growth Comparison 50
    Crackle.com Comments per Video: Ranked by Content Category 51
    Crackle.com Total Views, Videos, Comments Category Comparison: 2005 - 2007 52
    Crackle.com Comments per Video: Content Category Ranking 54
    Crackle.com Total Views, Videos, Comments Category Comparison: 2005 - 2007 55
    Crackle.com Comment and View Share Comparison 57
    Crackle.com View and Comment Share 58
    Crackle.com View and Comment Share Comparison 59
    Crackle.com View and Comment Share Comparison 59
SECTION FOUR: Ebaumsworld.com 60
    Ebaumsworld Aggregate and Average Video Views 60
    Ebaumsworld Cumulative Views Growth: 2007 60
    Ebaumsworld Total Comments: 2007 61
    Ebaumsworld Comments Growth: 2007 61
    Ebaumsworld Comments Growth Analysis: 2007 Total Number of Comments by Category 62
    Ebaumsworld Comments per Video Growth: 2007 63
    Ebaumsworld Comments Trends Analysis: Comments per Category Video 2007 63
    Ebaumsworld Videos, Views and Comments: 2007 64
    Ebaumsworld Comments per Video: November Ranking 2007 67
    Ebaumsworld Comments per Video Category Ranking: November 2007 67
    Ebaumsworld Views and Comments Share: 2007 68
    Ebaumsworld Views and Comments Share Comparison: 2007 68
SECTION FIVE: LiveDigital.com 69
    LiveDigital.com Cumulative Library Views: 2005 -2007 69
    LiveDigital.com Cumulative Views: 2005 - 2007 70
    LiveDigital Views and Comments Analysis 71
    LiveDigital Comments Growth: Through November 2007 71
    LiveDigital Comments Growth Analysis 72
    LiveDigital.com Categories and Comments: Cumulative Views: 2005 - 2007 72
    LiveDigital.com Categories and Comments Share: 2005 - 2007 75
SECTION SIX: Metacafe 78
    Metacafe View Generation Profile: 2007 78
    Metacafe Library Utilization Analysis: 2003 - 2007 78
    Metacafe Cumulative Comments: 2003 - 2007 79
    Metacafe Cumulative Comments Analysis: 2003 - 2007 Videos 80
    Metacafe Views, Videos and Comments Analysis: 2003 - 2007 81
    Metacafe Average Comments per Video: by Category 82
    Metacafe Comments per Video Analysis 82
    Metacafe Comments per Video Comparative Analysis 83
    Metacafe Comments per Video Comparison 83
    Metacafe Views and Comments Share: by Category 84
    Metacafe Views and Comments Share Analysis: 2003 - 2007 84
    Metacafe Views and Comments Share: November 2007 by Category 85
    Metacafe Views and Comments Share Analysis: 2003 - 2007 86
SECTION SEVEN: MySpace TV 87
    MySpace TV Average Views: Analysis Periods April - December 2007 87
    MySpace TV Library Utilization Analysis: 2005 - 2007 88
    MySpace TV Library Utilization Analysis: 2005 - 2007 89
    MySpace TV Comments Growth: 2007 90
    MySpace TV Comments Comparison: Average Comments per Video by Category 90
    Comparative Analysis: Views and Comments: 2006 91
    MySpace TV Views, Videos and Comments Share: 2005 - 2007 92
    MySpace TV Views, Videos and Comments: 2005 - 2007 93
    MySpace TV Views, Videos and Comments Share Analysis: 2005 - 2007 95
    MySpace TV Views, Videos and Comments Analysis: 2005 - 2007 96
    MySpace TV Views, Videos and Comments Share Analysis: 2005 - 2007 97
    MySpace TV Comments per Video Category Analysis: 2005 - 2007 98
    MySpace TV Comments per Video Ranking: by Category 2005 - 2007 99
SECTION EIGHT: Veoh.com 100
    Veoh.com Library Growth 2007 100
    Veoh.com Cumulative Library Views: 2007 100
    Veoh.com Library Utilization Analysis: 2006 and 2007 101
    Veoh.com Views and Comments Analysis: 2006 - 2007 102
    Veoh.com Average Comments per Video: 2006 - 2007 103
    Veoh.com Comments per Video Trends and Growth by Category: 2006 - 2007 103
    Veoh.com Videos and Comments Analysis: 2006 - 2007 104
    Veoh.com Views, Videos and Comments Analysis: 2006 - 2007 105
    Veoh.com Views, Videos and Comments Share Analysis 107
    Veoh.com Views, Videos and Comments Share Analysis: 2006 - 2007 107
    Veoh.com Views, Videos and Comments Share Analysis: 2006 - 2007 108
SECTION NINE: Yahoo Video 111
    Yahoo Video Annual View Trends Analysis: 2006 - 2007 111
    Yahoo Video Cumulative Views: 2007 112
    Yahoo Video Comments Growth: 2007 112
    Yahoo Video Views, Videos and Comments Share and Trends Analysis: 2007 113
    Yahoo Video Comments Growth: 2007 114
    Yahoo Video Comments per Video Analysis: 2007 114
    Yahoo Video Comments per Video Analysis: 2007 115
    Yahoo Video Views, Videos and Comments Analysis: 2007 116
    Yahoo Video Comment Share by Category: 2007 117
    Yahoo Video Views, Videos and Comments Share Analysis: 2007 118
    Yahoo Video Library Share: Views, Videos and Comments by Category 2007 120
    Yahoo Video Views, Videos and Comments Share Analysis: 2007 120
SECTION TEN: YouTube 121
    YouTube Video Views Growth Analysis: Cumulative Views 2005 - 2007 121
    YouTube Library Growth: 2005 - 2007 122
    YouTube Library Utilization Analysis: 2005 - 2007 123
    YouTube Comments per Video Analysis: by Category 2007 124
    YouTube Comments per Video Analysis: 2007 125
    YouTube Views, Videos and Comments Analysis 2005 - 2007 126
    YouTube Views, Videos and Comments Share Analysis: April 2007 Library Analysis 129
    YouTube Views, Videos and Comments Analysis 2005 - 2007 130
    YouTube Views, Videos and Comments Share Analysis: by Category July 2007 131
    YouTube Views, Videos and Comments Share Analysis 2005 - 2007 132
    YouTube Views, Videos and Comments Share Analysis: by Category December 2007 133
    YouTube Views, Videos and Comments Share Analysis 2005 - 2007 134

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