Online Video Value Chain 2010 – 2012

Online Video Value Chain 2010 – 2012

Category : ICT & Media
Published On : November  2010
Pages : 365



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The online media value chain (comprising CDNs, OVPs and Video Advertising Networks) is forecast to generate $2.3 billion in top line revenues in 2010, with 56.5% of that figure linked predominantly to CDN-powered video distribution, video platform services and content monetization. The combined market grew by an estimated 30% in 2010.

Video-based CDN contracts, OVPs and video advertising networks together have carved out a $1.3 billion swatch of the market total and grew by 40.4% in 2010. Value chain analytics are built on AccuStream Research competencies in total video views, CDN (video contract, and total CDN revenue), OVPs (accounts, pricing and revenue) and video advertising networks (revenue calculated by provider, billing models, and specialty: pre-roll, in-banner, overlay and search).

TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1
  The Online Media Value Chain Posts Growth of 30% in 2010 1
    Comparative Analysis of Video CDN, OVP and Ad Networks Reveals Higher Overall Market Growth 2
    Media and Entertainment Percent CDN Revenue: 2006 - 2010 2
SECTION ONE 7
  The Online Media Value Chain Posts Growth of 30% in 2010 7
    Online Media Value Chain: 2006 - 2012: CDN, Video Ad Networks and OVPS 7
    OVPS and Video Ad Networks Exhibit Higher Growth Rates Compared to CDN 8
    Online Media Value Chain: 2006 - 2012: CDN, Video Ad Networks and OVPS 9
    Comparative Analysis of Video CDN, OVP and Ad Networks Reveals Higher Overall Market Growth 10
    Media and Entertainment Percent CDN Revenue: 2006 - 2010 10
    Video Advertising Network Revenue Summary 11
    OVP Gross Revenue: 2006 - 2010 12
    Online Video Value Chain 2006 - 2010: CDN, Ad Network, CMS Platform 13
    Revenue Growth in Media and Video-Related CDN is Closely Aligned with Overall CDN Growth 14
    Online Video Value Chain 2006 - 2010: Video CDN, Ad Network and OVP 16
    CDN MRR Averages $8,101 Compared to OVP MRR of $5,064 in 2010 16
    Account Growth: CDN and OVP 2009 - 2010 17
SECTION TWO 19
  CDN 2010 - 2012: Revenue, Cap Ex, R & D, Operational Performance Summary Analysis 19
    Terminology Definitions 19
    CDN Market Performance Dynamics and Business Trends 2010 – 2012 20
    CDN Market Revenue Analysis: 2003 – 2012 23
    CDN Monthly Recurring Revenue Analysis: 2005 - 2010 23
    CDN Revenues Forecast at $1.52 Billion in 2010, Up 18.5% Over 2009 25
    CDN Market Revenue Analysis: 2003 - 2010 26
    Retail Contracts Forecast to Increase by 26.7 in 2010 27
    CDN Annual Accounts: 2005 - 2010 28
    CDN Revenue and Account Growth Rates: 2006 - 2010 29
    CDN MRR is Forecast to Fall by 8% in 2010 29
    CDN Monthly Recurring Revenue Analysis: 2005 – 2010 30
    Entertainment and Media Forecast to Account for 30.6% of CDN Revenue in 2010, Comparable to 2009 32
    Entertainment Media Revenue Share of CDN Market: 2006 - 2010 32
    Media and Entertainment Contract Value to Exceed $461 Million in 2010 33
    Total Media and Entertainment CDN Contract Value: 2006 - 2010 33
    Server Deployments to Increase by 31% in 2010 34
    CDN Media Server Deployment: 2005 - 2010 34
    Cap Ex Investment Forecast to Rise By24.8% in 2009 35
    CDN Cap Ex Investment: 2007 - 2010 35
    Server Deployment Growth Rates Tracking More Closely with Account Growth in 2010 35
    Cap Ex Analysis: Server Deployments and Account Growth 36
    U.S. Captures 55.6% of Global CDN Revenue in 2010 36
    Global CDN Market Value (Retail Contract Revenue) 36
    CDN Bandwidth Services Category Share: 2010 Year End Estimate 38
    Commercial Market Value for Audio and Delivery Estimated at $672.2 Million in 2010 39
    Commercial Bandwidth Market Value: Audio/Video 2006 - 2010 39
    COGS and Retail Contract Analysis Indicate CDN Gross Margins are Healthy and Costs/Pricing in Equilibrium in 2010 41
    Average Retail Bandwidth Costs, COGS Analysis: 2006 - 2010 41
    Entertainment and Media Accounts Generated $461.6 Million in Retail and Wholesale Market Value in 2010 42
    Total Media and Entertainment CDN Contract Value: 2006 - 2010 42
    Streaming/Http Content Category Share: Commercial Market Value 2006 – 2010 43
    Retail Contract Pricing for Bandwidth Exhibited a Slower Rate of Decline in 2010 Compared to 2009 44
    Retail Contract Pricing: 2006 - 2010 44
    Retail Contract Pricing: 2006 - 2010 45
    Pricing Declines for Retail Contracts are Less Steep Than Those Seen in the Wholesale Business in 2010 46
    Annual Pricing Comparison: Retail Versus Transit 2006 - 2010 47
  CDN Q & A’s 49
    ABACAST 49
    AKAMAI 54
    BITGRAVITY 65
    CACHEFLY 69
    CDNETWORKS 74
    COTENDO 79
    EDGECAST 83
    HIGHWINDS 89
    INTERNAP 95
    LEVEL 3 101
    LIMELIGHT NETWORKS 106
    MIRROR IMAGE 111
SECTION THREE 116
    OVP Market Analysis 2010 - 2012 116
    Online Video Platform Business Trends, Market Dynamics, Innovations and Relative Financial Strength 116
    OVP Account Acquisition Driven by Need for Efficiency, Brand Visibility and Better Asset Exploitation 117
    OVP Segment Total Revenue Comparison: 2007 - 2012 118
    Industrial Grade Online Video Platforms Offer Comprehensive Suites of Integrated Solutions to An Expanding Set of Customers, Brands and Organizations 118
    Large, Well Funded and Established OVPS Drive Account Share and Product Segment Dominance 119
    Online Video Platform Segment Share: Revenue Analysis 2007 – 2012 119
    Online Video Platform Segment 120
    Video Advertising Platforms with Deep Library/Indexing Capability are New Market Positions Growing Faster Than the OVP Group Overall 120
    Online Video Platforms--Indexing and Video Advertising 121
    OVP Integration Providers Pick Best of Breed Solutions for Clients, and Have Wide Partnership Sets Throughout the Industry 121
    Online Video Platforms--Integration and Encoding 121
    Over 50% of Total OVP Accounts Have Advertising Supported Business Models, but Non-Media Account Growth is Ramping Up 122
    OVP Business Model Success Predicated on Achieving Deployment Scale 123
    MRR, SAS, Revenue Share and Usage-Based Business Models Perform Well, but Need to Achieve Scale 123
    OVP Pricing: There is Rigorous Deal Competition Based on Price and Features; Pricing Pressure is Expected to Lower Overall Segment MRR Going Forward 123
    OVP Providers Can Deliver Improved Content Performance, Plus Inventory Guarantees that Appeal to ROI Clients 125
    OVP Customer Adoption Trends Show a Favorable Mix Media and Non-Media Clients 126
    OVP Operating Efficiency and Marginal Performance Imperative: Automation 126
    Online Video Platform and Services Terminology 126
    OVP Market Revenue Forecast at $480 Million in 2010 129
    Online Video Platform and Service Revenue: 2007 - 2012 129
    OVP Segment Total Revenue Comparison: 2007 - 2012 131
    Online Video Platform Segment Share: Revenue Analysis 2007 - 2012 131
    Online Video Platform Services and Integration Providers: Business Model Comparison 133
    Online Video Platform Services and Integration Providers: Revenue Analysis: 2007 - 2012 135
    Full Service OVPS on Course for 2010 Revenue of $304 Million 139
    OVP Revenue Analysis: 2007 - 2012 139
    Online Video Platform Segment Revenue Forecast: 2007 - 2012 142
    Online Video Platform Segment Revenue Forecast: 2007 - 2012 143
  OVP Q & A’s 144
    BRIGHTCOVE 144
    DELVE NETWORKS 149
    EPISODIC 153
    FLIQZ 157
    KALTURA 161
    KICKAPPS 166
    KIT DIGITAL 170
    KYTE 173
    MOVE NETWORKS 178
    OOYALA 182
    THEPLATFORM 186
    REALITY DIGITAL 192
    SORENSON MEDIA 197
    TUBEMOGUL 201
    VISIBLE MEASURES 204
    VMIX MEDIA 210
SECTION FOUR 215
    OVP Sub-Segment Analysis: Video Ad Serving, Indexing and Monetization Platforms 2010 - 2012 215
    Video Advertising and Indexing: Market Revenue Analysis 2007 - 2012 215
    Online Video Platforms--Indexing and Video Advertising Sub-Segment Revenue Forecast: 2007 - 2012 217
    Online Video Platforms--Indexing and Video Advertising Sub-Segment Revenue Forecast: 2007 - 2012 218
  OVP Advertising, Indexing and Monetization Platforms Q & As 219
    AFFINE SYSTEMS 219
    AUDITUDE 222
    BAY TSP 227
    DIGITALSMITHS 230
    FREEWHEEL 234
    LIMELIGHT/LIMELIGHT NETWORKS MOBILITY AND MONETIZATION SOLUTION 238
    MAGNIFY.NET 243
    MIXPO 247
    RAMP (FORMERLY EVERYZING) 253
    OVP Integration and Related Services Sub-Segments: 2010 - 2012 259
    Video Platform Integration, Encoding and Related Services 259
    Online Video Platforms--Integration and Encoding Services Sub-Segment Revenue Forecast: 2007 - 2012 261
  OVP Integration and Platform Services Q & A’S 262
    IOKO 262
    MEDIARECALL 266
    ORIGIN DIGITAL 270
    WOWZA MEDIA SYSTEMS 275
SECTION FIVE 278
    Video Advertising Networks 2010 - 2012 278
    Market Trends and Business Dynamics 2010 – 2012 278
    Online Video Advertising Platforms, Networks Auctions and Targeting Solutions: Revenue 2007 - 2012 278
    Online Video Advertising Platforms, Solutions Providers, Auctions and Networks 280
    3rd Party Video Ad Networks with Pre Roll Sales Capability Generate 75% of thSegment’s Revenue 281
    Online Video Advertising Networks and Platforms: Comparative Revenue Analytics: 2007 - 2012 282
    Video Ad Network Inventory Expanded by 36% in 2009 282
    Video Advertising Network Inventory Growth: 2008 - 2009 283
    Video Advertising Network: Gross Media Spend Delivered 284
    Online Video Advertising Platforms, Solutions Providers, Auctions and Networks 285
    Video Ad Network Market Growth Drivers: 2010 – 2012 286
    Online Video Advertising Networks Terminology 287
    Online Pre Roll Video Advertising Macro Market Dynamics 2010 - 2012: Inventory Growth Outpacing Media Spend 290
    Pre-Roll Inventory and Media Spend: 2003 – 2012 291
    Pre-Roll Video Advertising Inventory is Forecast at 42.5 Billion Units in 2010, including YouTube 291
    Pre-Roll Inventory and Media Spend Growth Comparison 293
    Pre Roll Inventory Insertion Ratios 294
    Pre Roll Media Spend: In-House vs Ad Network Sales 296
    3rd Party Pre Roll Video Networks: Revenue Trends 2007 - 2012 296
    3rd Party Video Ad Networks with Sales Teams: 2007 - 2012 297
    Online Video Advertising Platforms and Sales: 3rd Party Pre Roll and Overlay Specialists 299
  Video Advertising Network Q & A’s 300
    Adap.Tv 300
    Audience Science 303
    Blinkx 308
    Truveo 312
  Pre Roll Rep Firm Q & As 315
    BBE 315
    SCANSCOUT 323
    SPOTXCHANGE 323
    TREMOR MEDIA 326
    VIDSENSE 331
    VIDEOEGG 334
    WIZZARD MEDIA 338
    YUME INC 342
SECTION SIX 346
    In-Banner Video Advertising Platform Analytics 2010 - 2012 346
    In-Banner Ad Serving Platforms Forecast to Grow Revenue by 27.3% in 2010 346
    In Banner Ad Serving Platforms: Revenue 2007 - 2012 347
    Online Video Advertising Platforms: In-Banner Delivery Specialists 349
    Online Video Advertising Platforms: In-Banner Gross Media Spend 350
    In-Banner Gross Media Spend Rose by 8.5% in 2009 351
    In-Page Video Ad Impressions and Gross Media Spend: 2005 - 2009 351
    Market Growth Drivers: 2010 – 2012 354
    In-Banner Video Combining Format Innovation with Media Buy ROI 354
    In-Banner Video Impressions and Media Spend: 2003 - 2012 356
  Video Advertising Platform Q & A’s 357
    EYEWONDER 357
    EYEBLASTER 362
    POINTROLL 365
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