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

  • April 2013
  • -
  • AccuStream Research

Summary

Table of Contents

Seaside, CA Digital video viewing occurring across 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 with pro 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's channelized and thematic content ecosystem tallied an estimated 22.2% mobile total.

Whereas growth rates across digital video channels are synching as they converge, audience viewing patterns surrounding self-selected, personal preference programming also diverge, establishes a comprehensive analytics report produced by AccuStream Research.

The report, Digital Video Views 2012 - 2015: Site, Brand, Category Share and Platform Analytics, indicates professionally managed sites publishing episodic programming content 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 consumption patterns stimulated by lean forward search, discovery, sharing, snacking and library grazing activity.

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.

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