Digital Video Views 2012 – 2015: Site, Brand, Category Share and Platform Analytics

Published: April 2013
No. of Pages:
   

Digital video viewing occurringacross professional, UGC and social networking channels, destinations, multiple screens and platforms cleared the 511 billion mark in 2012, a 20.3% annual increase.

Professionally produced, hosted and managed video advanced 17.9% to 104.4 billion. UGC/social networking channels, which are increasingly populated withpro and semi-pro publisher branded channels, saw total volume rise 21% to 406.8 billion.

Mobile, tablet and connected device related views averaged 13.2% across the professional realm of sites, while UGC, led by YouTube’schannelized and thematic content ecosystem tallied an estimated22.2% mobile total.

Whereas growth rates across digital video channels are synching as they converge, audience viewing patternssurrounding self-selected, personal preferenceprogramming alsodiverge, establishes a comprehensive analytics report produced by AccuStream Research.

The report, Digital Video Views 2012 – 2015: Site, Brand, Category Share and Platform Analytics, indicatesprofessionally managed sites publishingepisodic programmingcontent published by broadcasters, cable networks and syndication partners captured a 22.5% cumulative viewing share, up from 8.3% in 2006.

Pro site audiences, which outnumber their UGC brethren by a wide margin, are opting to click and then lean back, and those longer program selections are being monetized against greater allocation of in-stream video inventory. Movie and television content combined accounted for 30% of total views launched in 2012.

UGC counterparts are short-form specialists, however, and averaged 84.4 views per site per month per user, up 4.4% for the year. There, audience appetite for music, comedy and entertainment video is predominate, and consumptionpatterns stimulated by lean forward search, discovery, sharing, snacking and library grazingactivity.

This digital video analytics report includes historical data 1998 - 2012, with forecasts through 2015. The pro video channel produced a 14-year CAGR of 52.5%, UGC a 7-year CAGR of 99.4%.Pro video over the same 7-year timeframe exhibited a CAGR of 28.6%. Pro news views jumped 75%, movies/film 41% and sports 55% in 2012.

Digital Video Views 2012 – 2015: Site, Brand, Category Share and Platform Analytics

Table Of Contents

Executive Summary 1

Digital Video Views Surpass 511 Billion in 2012 1
Total Digital Video Views 2005 - 2015: Professional, UGC and Social Channels 2
CAGR Comparison 2005 - 2012: Pro vs. UGC/Social Networking Channels 4
News, Sports and Movie Digital Video Views Led Professional Publishing Categories in 2012  5
Pro Digital Video Viewing Share by Category 2012 6
A Strong Mid/Late Year Performance Resulted in a 13.2% Mobile/Tablet-Connected Device Share of Pro Digital Video Views in 2012 7
UGC and Social Networking Digital Video Channels Charted 406.8 Billion Views in 2012  7
UGC and Social Networking Video Views: 2005 – 2015 8
UGC and Social Networking Channels Video View Growth Rates: 2006 – 2015 9

Section One 10
Digital Video Views Surpass 511 Billion in 2012 10
Pro and UGC/Social Networking Digital Video Views: Channel Growth Rate Comparison 2005 - 2015 12
Broadband and Narrowband Views Delivered Comparison and Analysis: 2000 - 2012 20
Professionally Produced, Hosted and Distributed Video Views Increase 17.9% in 2012 22
Pro Video Views: 1998 - 2015 22
UGC/Social Digital Video Growth at 21% in 2012 25
UGC/Social Networking Video View Growth Rates: 2005 - 2015 26
Unique Users to Pro Digital Video Destinations Outnumber UGC Counterparts 4 to 1 30
Pro and UGC/Social Networking Video Views per Unique User per Month Comparison: 2006 - 2012 32
Views per Unique User per Month per Site 2006 - 2012: Pro vs. UGC Video 33
Total Pro Video Views per Unique User per Site per Month 39
Unique Views per Site per Month 2012: by Content Category 41

Section Two 47
News, Sports and Movie Digital Video Views Led Professional Publishing Categories in 2012 47
Pro Digital Video Content Category Share: 2011 - 2012 54
Unique Views per Site per Month: by Content Category 56
A Strong Mid/Late Year Performance Resulted in a 13.2% Mobile/Tablet/Connected Device Share of Total Digital Video Views in 2012 58
Mobile/Tablet/Connected Device Video View Analysis: 2012 by Content Category 58
Long-Form, Episodic Broadcast and Cable Digital Video 2012: a Viewing Share Leader 61
Television  63
News, Politics, Finance and Tech Views Surged in 2012: Digital Video Share Rose to 15.1%  77
News/Weather/Finance/Politics/Tech Information 79
Entertainment/Kids Digital Video Captured a 16.4% Cumulative Viewing Share in 2012 91
Entertainment/Kids 93
Music Video Viewing Volume Declines to 3.5% Cumulative Share on Destination and Directly Managed Sites in 2012 108
Music/Music Programming 110
Sports Video Delivered a Sizable Growth Year in 2012, with a 10.1% Cumulative Viewing Share 114
Sports/Sports Programming/Information 116
Movie/Film Cumulative Viewing Share Increased to 7.3% in 2012 122
Digital Movie and Television Viewing Share: 1999 - 2012 125
Movies/Movie Programming/Information 126
Aggregation Platforms and Services own a 25.1% Cumulative Share of Digital Video Views in 2012 131

Section Three 136
UGC and Social Networking Digital Video Channels Charted 406.8 Billion Views in 2012  136
UGC/Social Networking Video Views and Growth Rates: 2005 - 2015 137
Unique Users and Views per Unique User per Month Increase in 2012 140
UGC/Social Networking Video Views per Unique User per Month Comparison: 2006 - 2012  140
YouTube and UGC/Social Video View Comparison: 2006 - 2012 143
YouTube Video Views Reach 387.5 Billion in 2012 146
YouTube and UGC/Social Video View Comparison: 2006 - 2012 146
Music is the Dominant Video Category on YouTube in 2012 150
YouTube Video Views by Themed Category: 2012 150
YouTube Video Pro and Semi-Pro Channel View Analysis 2012 151
YouTube Mobile Video Views by Content Channel: 2012 152
UGC and Social Networking Video Views 2012: Complete Annual Database 154

Section Four 161
Professional Video Views 2012: Complete Annual Database 161

Published By: AccuStream Research
Product Code: AccuStream Research29


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