Professional Online Video Exploding on the Internet
By Anna Johnson on March 4th, 2010More people are watching ‘professional’ online video on the Internet, with professionally produced, hosted or syndicated online media and entertainment video views rising by 18 percent in 2009 to 49.1 billion, according to AccuStream Research.
AccuStream’s report, ‘Pro Online Video: View Analytics and Category Share’, breaks the online video market into a number of categories, revealing the trends from 1998 to 2009, and forecasting developments over the next few years to 2014.
According to AccuStream, Internet brands commanded the majority of online views, compared with cable and television cross-platform brands, and broadcast networks. Here are some of AccuStream’s findings:
- Internet brands – including sites owned and operated by major media companies such as Comcast, CBS, Fox Broadcasting, NBC, ABC and which include Fancast.com, Hulu.com and TV.com) captured 52.1 percent of total professional video views in 2009.
- Cable and television cross-platform brands had a 33 percent share, while broadcast networks (ABC, CBS, NBC and CW) captured a 10.3 percent share. The broadcasters’ share includes serialized episodic program views. Broadcast affiliates, magazines and newspapers combined for a 4.5 percent share.
- The major broadcast networks enjoyed the highest views-per-visitor conversion rates, with 5.9 views per unique user per site per month, followed by Internet brands with 5.1 and cable TV networks and premium channels with 4.9 views per unique.
- In the past year, Internet users almost doubled their online consumption of television based content. This went from constituting 7 percent of the professional online video market to 13 percent of total video views in 2009. AccuStream attributes this to the TV networks releasing episodic programming on brand operated, co-owned or affiliated sites. Episodic views increased by 134 percent in 2009.
- Television and entertainment (including Kids programming) was the most popular form of professional online video content, holding a combined 51.2 percent share of total views. This was followed by sports, music and movies with a combined 20.4 percent of online views. Content at content aggregation services (including AOL, MSN, Comcast, Blinkx, Real Networks and CNET) had a 14.3 percent share of views, while news and information video captured a 14 percent share.
