New research released by Accustream iMedia Research, titled "UGV 2005 – 2008: Mania Meets Mainstream" report, demonstrates that user generated video (UGV) views for 2007 were up more than 70% over 2006 with a total of 22 billion views world-wide for 2007
Here is a graph from eMarketer showing this trend.
Furthermore, Accustream revealed that the average views per UGV video were close to 11K views per video across all the sites that they studied. Statistics were included from AOLUncut, Broadcaster.com, Crackle.com, Ebaumsworld, LiveDigital, Metacafe, MySpace TV, Revver.com, Vsocial.com, VEOH.com, Yahoo Video and YouTube, among others. Crackle.com, who recently has emphasized more professional content, lead the way with an average of more than 200K views per video..
So, do we think that UGV will grow in 2008?
We will likely see all online video show increased popularity again this year, however, a study released by Harris Interactive at the end of last year, show us that most internet users are more interested in other categories of videos. The study surveyed US adult internet users and asked them about the types and categories of online video that they would like to see more of. According to the results, UGVs were identified last. Younger users (18-29 yr olds) were more likely to mention UGVs than older users. However, all surveyed indicated they were most interested in professionally created online video content.
Online videos viewing in general is no longer a niche activity and is widespread among Internet users of all ages. Marketing that incorporates user-generated video, however, should probably still target young adults in particular.
Here is the release from Accustream regarding the new research:
ACCUSTREAM RESEARCH: UGV AT 22 BILLION VIEWS IN '07; SEMI-PRO, BRAND PARTNER CONTENT KEY GROWTH DRIVERS
User Generated Video (UGV) scored 22 billion views in 2007, up 70% over 2006, according to a published market report from AccuStream iMedia Research.
The report, UGV 2005 – 2008: Mania Meets Mainstream, contains extensive UGV library usage trends by month, year, content category, site and brand.
The report's detailed analytics features AOLUncut, Broadcaster.com, Crackle.com, Ebaumsworld, LiveDigital, Metacafe, MySpace TV, Revver.com, Vsocial.com, VEOH.com, Yahoo Video and YouTube, among others.
The report scrutinizes UGV library management, and how it is crucial to maintaining brand entertainment value. Almost 20% of total views generated in 2007 were delivered by videos published in 2006 or before.
"With few exceptions, UGV sites large and small deftly rotated previously released videos into featured areas, introducing them to new audiences, re-introducing them to buffs, helping sustain forward view momentum while curating the latest library videos," explained Paul A. Palumbo, research director at AccuStream.
Yahoo Video was one of the exceptions, opting to focus almost exclusively on videos published in 2007.
Analysis of UGV sites highlights similarities and differences in expanding or evolving content category strategies, and pinpoints numerous publishing modifications taking place throughout the year. Comedy, funny, music, entertainment and weird are popular categories on UGV sites.
There is a growing presence, however, of both semi-professional and professional content inside UGV environments. The report concludes YouTube partner channels accounted for 10.6% of cumulative site views generated over the past year.
Semi professional content grabbed a 47.5% total share on MySpace TV, and the Screen Bites category on Crackle.com generated a 17.5% cumulative share of total views.
More refined analysis reveals average views per video of 10,695 in 2007. Crackle.com led the UGV group, averaging 216,596 per video, accelerated by its re-organization in 2007, emphasizing category expansion and more professional content.
Casting out to the entire market segment, there were a total of 1.68 million non exclusive videos added to UGV libraries in 2007 (net of removed, retired videos) that generated views, became part of library rotation and were accessible to users, averaging 9,538 views each.
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