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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