The online and mobile video value chain (comprising CDN, integrated video platforms, full service advertising networks, ad serving platforms, auctions and exchanges) produced a combined $4.3 billion in top line revenue in 2011, an increase of 45% over 2010. Double-digit revenue growth of 30% annually projected across all value chain sectors yields a $10 billion market by 2014, according to 545 page multi-disciplinary research report.
The report, Video Value Chain 2012: CDN, Integrated Video Platforms, Advertising Networks, Ad Serving Solutions and Real Time Mediation Environments packages extensive and proprietary online video and mobile media market research produced by AccuStream Research.
Each value chain sector is analyzed by number of accounts, fill rates, gross ad billings, impressions delivered or cleared (by format and region of the world), detailed business model analytics, publisher payout percentages, core competencies, participation formulae, revenue (historical, current and forecast), global reach, market share, R & D initiatives, competitive threats and strategic positioning initiatives.
TABLE OF CONTENTS:
| EXECUTIVE SUMMARY | 1 | ||
| The Online and Mobile Media Value Chain Delivers 45% Growth in 2011; 30+% Annual Growth Forecast through 2014 | 1 | ||
| Online and Mobile Media Value Chain 2006 - 2014: CDN, Video Ad Networks, Video and Media Platforms, Mobile Ad Networks | 2 | ||
| Online and Mobile Video Value Chain Valued at $3.4 Billion in 2011, Up 57.4% Over 2010 | 5 | ||
| Video Value Chain Total Revenue: 2006 – 2011 | 6 | ||
| Video Advertising Networks Surpassed Video CDN Revenue in 2009; Mobile Video Ad Networks Now Own a Double-Digit Share of the Market | 9 | ||
| Video Value Chain 2006 - 2011: Video CDN, Ad Networks and Platforms | 9 | ||
| SECTION ONE | 11 | ||
| The Online and Mobile Media Value Chain Delivers 45% Growth in 2011; 30+% Annual Growth Forecast through 2014 | 11 | ||
| Online and Mobile Media Value Chain: 2006 - 2014 | 12 | ||
| Online and Mobile Video Value Chain Valued at $3.4 Billion in 2011, Up 57.4% Over 2010 | 16 | ||
| Media and Entertainment Percent CDN Revenue: 2006 - 2011 | 16 | ||
| Video Value Chain 2006 - 2011: CDNs, Ad Networks, Auctions, Exchanges and Integrated Platforms | 18 | ||
| The Video Value Chain Grew by 57.4% In 2011, Following an 81.2% Jump in 2010 | 20 | ||
| Video Advertising Networks Surpassed Video CDN Revenue in 2009; Mobile Video Ad Networks now own a Double-Digit Share of the Market | 23 | ||
| Video Value Chain 2006 - 2011: Video CDN, Ad Networks and Platforms | 23 | ||
| Comparative Market Share Analysis of CDN, Integrated Media Platforms, Mobile, Online and Cross Platform Advertising Networks, Platforms and Exchanges 2006 - 2014 | 25 | ||
| Online and Mobile Media Value Chain: 2006 - 2014 | 26 | ||
| CDN and Integrated Video Platform Business Analytics and Customer Account Comparison: 2010 –2011 | 28 | ||
| CDN and Video Platform Accounts: 2010 - 2011 | 28 | ||
| CDN and Video Platform MRR and Unique Account Growth Comparison 2009 –2011 | 31 | ||
| Account Growth: CDN and Video Platforms 2009 - 2011 | 31 | ||
| CDN Revenue Rose by 17.7% in 2011, Video Platform and Services Revenue by 72% | 33 | ||
| CDN Market Value 2006 - 2014 (Retail Accounts Only) | 33 | ||
| Video Platform Gross Revenue: 2006 - 2011 | 35 | ||
| Mobile and Online Video Ad Network Comparative Gross Billings Analytics: 2009–2011 | 37 | ||
| Gross Media Spend: Mobile Video Ad Networks and Exchanges Vs. Online and Cross-Platform Video Ad Networks and Exchanges | 37 | ||
| Mobile Video Ad Networks, Auctions, Exchanges and Real Time Bidding Environments Gaining Market Share | 39 | ||
| Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Analysis | 39 | ||
| Mobile Video Ad Network Revenue Growth Outpacing Online Counterparts | 41 | ||
| Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Profile | 41 | ||
| Online Video Ad Networks Clear $5.4 Billion in Gross Media Spend in 2011 | 43 | ||
| Gross Video Media Spend: Mobile Ad Networks and Exchanges vs. Online and Cross-Platform Ad Networks and Exchanges | 43 | ||
| Online Video Ad Networks Earn $1.4 Billion in Top Line Revenue in 2011, Global Mobile Ad Networks $575 Million | 45 | ||
| Video Advertising Network and Platform Revenue 2006 - 2011 | 45 | ||
| Video Ad Networks, Serving Solutions, Exchanges and Platforms: Net Revenue 2007 - 2014 | 47 | ||
| Global Mobile Ad Network Net Revenue: 2009 - 2014 | 49 | ||
| SECTION TWO | 51 | ||
| CDN Sector Analysis | 51 | ||
| CDN Terminology Definitions | 51 | ||
| Introduction and 2011-2014 Overview | 53 | ||
| CDN Sector Embraces a Phase of Re-Invention, Re-Positioning and Business Transformation | 53 | ||
| CDN Market Performance Dynamics and Business Trends 2011 – 2014 | 54 | ||
| CDN Revenue, Market Share, Account Growth and Cap Ex Analytics | 56 | ||
| CDN Annual Accounts: 2005 - 2011 | 56 | ||
| CDN Account Share: 2010 - 2011 | 57 | ||
| CDN Revenue 2010 - 2011 | 58 | ||
| CDN Cap Ex Investment: 2007 – 2011 | 59 | ||
| CDN Market Revenue Analysis: 2003 - 2014 | 60 | ||
| CDN Monthly Recurring Revenue Analysis: 2005 – 2011 | 60 | ||
| Media and Entertainment Percent CDN Revenue: 2006 – 2011 | 61 | ||
| CDN Market Pricing, Discounting and Streaming Media Encode Rates | 62 | ||
| CDN Revenues Estimated at $1.86 Billion in 2011, 65.6% of the Global Total | 63 | ||
| Global CDN Market Value (Delivered by Domestic Vs. International CDNs) | 66 | ||
| CDN Revenue Growth Rates Historically Accelerate through the Year | 66 | ||
| CDN Revenue 2010 - 2011 | 66 | ||
| Retail Contracts Continue to Grow at Double-Digit Rates | 67 | ||
| CDN Annual Accounts: 2005 - 2011 | 69 | ||
| The Differential Between Account Growth and Revenue Growth is Narrowing as Value Add Solutions Contribute to the Top Line | 69 | ||
| CDN Revenue and Account Growth Rates: 2006 - 2011 | 71 | ||
| CDN MRR Averages $9,210 in 2011 | 71 | ||
| CDN Monthly Recurring Revenue Analysis: 2005 – 2011 | 72 | ||
| Entertainment and Media Accounted for 49.7% CDN Revenue in 2011 | 74 | ||
| Entertainment Media Revenue Share of CDN Market: 2006 - 2011 | 76 | ||
| Media and Entertainment CDN Contract Value Closing in On $1 Billion in 2011 | 76 | ||
| Total Media and Entertainment CDN Contract Value: 2006 - 2011 | 77 | ||
| CDN Sever Deployments Increased by 30% in 2011 | 77 | ||
| CDN Media Server Deployment: 2005 - 2011 | 78 | ||
| 2011 Cap Ex Investment Estimated at a 72% Increase over 2010 | 78 | ||
| CDN Cap Ex Investment: 2007 - 2011 | 79 | ||
| Server Deployment Growth Rates are Consistently Higher than Account Growth Rates | 79 | ||
| Cap Ex Analysis: Server Deployments and Account Growth | 82 | ||
| U.S.-Based CDNs Captures 65.6% of Global Revenue in 2011 | 82 | ||
| CDN Global Market Value Comparison: 2006 - 2011 | 83 | ||
| Commercial Market Value for Audio and Delivery Estimated at $1.1 Billion in 2011 | 84 | ||
| Commercial Bandwidth Market Value: Audio/Video 2006 - 2011 | 86 | ||
| Professional Video Remains the Largest CDN and Commercial Market Value Content Vertical | 87 | ||
| Streaming/HTTP Content Category Share: Commercial Market Value 2006 - 2011 | 89 | ||
| CDN Bandwidth Services Category Share: 2010 | 90 | ||
| CDN Bandwidth Services Category Share: 2011 | 91 | ||
| CDN Bandwidth Costs, Contract and Cogs Analysis: 2006 - 2011 | 94 | ||
| Retail Contract Pricing for Bandwidth Exhibited a Slower Rate of Decline in 2011 Compared to 2010 and 2009 | 95 | ||
| Retail Contract Pricing: 2006 - 2011 | 95 | ||
| Retail Contract Pricing: 2006 - 2011 | 97 | ||
| Pricing Declines for Retail Contracts are in Equilibrium with Those Seen in the Wholesale Business in 2011 | 99 | ||
| Annual Pricing Comparison: Retail Versus Transit 2006 - 2011 | 101 | ||
| Q & A’s | 103 | ||
| 3CROWD TECHNOLOGIES | 103 | ||
| ALCATEL-LUCENT | 109 | ||
| BITGRAVITY | 114 | ||
| CACHEFLY | 119 | ||
| CDNETWORKS | 123 | ||
| COTENDO | 128 | ||
| DACAST | 133 | ||
| EDGECAST | 137 | ||
| HIGHWINDS | 145 | ||
| INTERNAP | 151 | ||
| LEVEL 3 | 157 | ||
| LIMELIGHT NETWORKS | 161 | ||
| LIQUID WEB | 171 | ||
| MIRROR IMAGE | 175 | ||
| PANDO NETWORKS | 181 | ||
| WOWZA MEDIA SYSTEMS | 186 | ||
| SECTION THREE | 190 | ||
| Video Platforms, Content Management Solutions, Encoding and Media Transformation Specialists | 190 | ||
| Video Platform and Services Terminology Definitions | 190 | ||
| Video Platform Business and Competitive Environment 2011 - 2012 | 193 | ||
| Rapid Advances in Platform Sophistication; Market Position Evolution | 193 | ||
| Billing Models 2011 - 2012 | 194 | ||
| Billing Models Can Include the Following Component: | 195 | ||
| Account Diversity | 195 | ||
| Geographical Dispersion of Accounts | 196 | ||
| Sector Valuation Models: Takeout Multiples Compelling | 196 | ||
| Kit Digital Acquisitions and Deal Analytics: 2010 - 2011 | 197 | ||
| Integrated Video Optimization Solutions and Platforms: 2011 Revenue Ranking | 198 | ||
| Solution Provider Market Positions and Core Competencies 2011 – 2012 | 198 | ||
| Integrated Video Optimization Solutions and Platforms: Market Positions and Solution Segments | 200 | ||
| Business Model Analysis: 2010 - 2012 | 201 | ||
| Integrated Video Optimization Solutions and Platforms: Business and Billing Model Comparison 2010 - 2012 | 202 | ||
| MRR Comparison: 2010 vs. 2011 | 204 | ||
| Integrated Video Optimization Solution MRR Comparison: 2010 Vs. 2011 (Est.) | 204 | ||
| 75% of 2010 Sector Revenue Was Based On Annual Contract Fees, MRR, Licensing and Integration | 204 | ||
| Integrated Video Optimization Solutions and Platforms: 2010 Revenue and MRR Analysis | 205 | ||
| 82% of Top Line 2011 Revenue Forecast to Be Billed Against MRR, Licensing, Integration and Usagefees | 207 | ||
| Integrated Video Optimization Solutions and Platforms: 2011 MRR Analysis | 208 | ||
| Account Acquisition Growth: 2009 – 2011 | 209 | ||
| Account Growth Fundamentals | 209 | ||
| Integrated Video Optimization Solution Account Growth: 2009 - 2011 | 209 | ||
| Account Growth at Double and Triple-Digit Rates Over the Past 12 Months | 210 | ||
| Integrated Video Optimization Solutions and Platforms: Account Growth Comparative Analysis 2010 - 2011 | 211 | ||
| Integrated Video Optimization Solutions Sector Revenue Analytics 2011 - 2014 | 212 | ||
| Integrated Video Optimization Solutions and Platforms: 2007 - 2014 | 213 | ||
| Integrated Video Optimization Solutions: Revenue and Growth Rates 2007- 2014 | 215 | ||
| Integrated Video Optimization Solutions: Segment Revenue Comparison: 2007 – 2014 | 217 | ||
| Mobile and Multi-Screen Distribution, Larger and Higher Bit Rate Source Files Expected to Increase Encoding/Processing Share to 16% by 2014 | 218 | ||
| Integrated Video Optimization Solutions: Segment Share Comparison: 2007 - 2014 | 218 | ||
| Kit Digital, Brightcove Capture 29.2% of Sector Revenue in 2010 | 220 | ||
| Integrated Video Optimization Solutions and Platforms: 2010 Revenue Ranking | 220 | ||
| Kit Digital, Brightcove, Ooyala and thePlatform Forecast to Capture 51.9% of Sector Revenue in 2011 | 222 | ||
| Integrated Video Optimization Solutions and Platforms: 2011 Revenue Ranking | 222 | ||
| Q & A’s | 224 | ||
| BRIGHTCOVE | 224 | ||
| KALTURA | 235 | ||
| LIMELIGHT VIDEO PLATFORM | 240 | ||
| MOBITV | 245 | ||
| MOVENETWORKS | 250 | ||
| OOYALA | 255 | ||
| REALITY DIGITAL | 260 | ||
| thePLATFORM | 265 | ||
| VBRICK | 271 | ||
| VIDEOPUBLISHING | 275 | ||
| INDEXING and CONTENT MANAGEMENT Q & A’s | 281 | ||
| AUDITUDE | 281 | ||
| BAY TSP | 286 | ||
| DIGITALSMITHS | 290 | ||
| RAMP | 295 | ||
| ENCODING, TRANSCODING and MEDIA TRANSFORMATION Q & A’s | 301 | ||
| ANVATO | 301 | ||
| ENCODING.COM | 307 | ||
| ORIGIN DIGITAL | 312 | ||
| SORENSON MEDIA | 318 | ||
| SECTION FOUR | 323 | ||
| Online Video Advertising Networks, Ad Serving Platforms, Auctions and Exchanges | 323 | ||
| Video Advertising Networks, Platforms, Auctions and Exchanges Terminology Definitions | 323 | ||
| Video Advertising Networks, Ad Serving Platforms, Auctions and Exchanges:Market Overview 2011 - 2012 | 326 | ||
| Video Advertising Networks, Ad Serving and Media Clearing Platform Environments Encompass the Following Broad Solutions Categories | 328 | ||
| Video Advertising Networks and Platforms: Macro Market Growth Catalysts and Solutions Provider Business Engagement Focus | 329 | ||
| Digital Video Media Spend: Continued Double-Digit Growth through 2014 | 331 | ||
| Digital Video Media Spend Growth by Platform and Format: 2003 - 2014 | 332 | ||
| Digital Video Spend Share Analysis: 2008 - 2012 | 333 | ||
| In-Page Video Media Spend Will Remain the Most Utilized Format through 2014 | 335 | ||
| In-Page and Pre Roll Video Account for 88.4% of Gross Media Spend in 2011 | 337 | ||
| Digital Video Spend Share Analysis by Format: 2008 - 2012 | 337 | ||
| Digital Video Advertising Media Spend: 2011 by Format | 337 | ||
| Revenue Performance and Gross Media Spend by Platform and Solution Segment 2011–2014 | 337 | ||
| Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks | 339 | ||
| Video Ad Networks, Serving Solutions, Exchanges and Platforms: Net Revenue 2007 - 2014 | 341 | ||
| Multi-Screen Video Advertising Platforms, Exchanges, Server Solutions and Networks: Net Revenue Analysis | 343 | ||
| Multi-Screen Video Advertising Platforms, Serving Solutions, Auctions, Exchanges and Networks | 345 | ||
| CPM History 2008 – 2011: Video Ad Network, Ad Serving Platform, Auction and Exchange Market Rates | 347 | ||
| Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks | 348 | ||
| VIDEO ADVERTISING DELIVERY PLATFORM Q & A’s | 350 | ||
| EYEWONDER | 350 | ||
| FREEWHEEL | 355 | ||
| LIMELIGHT MOBILITY and MONETIZATION PLATFORM | 360 | ||
| MEDIAMIND TECHNOLOGIES | 364 | ||
| VIDEO ADVERTISING NETWORK Q & A’s | 375 | ||
| AUDIENCESCIENCE | 375 | ||
| BLINKX | 381 | ||
| BRIGHTROLL | 385 | ||
| COLLECTIVE | 390 | ||
| ROCKET FUEL | 395 | ||
| SPOTXCHANGE | 400 | ||
| TIDALTV | 405 | ||
| TREMOR VIDEO | 410 | ||
| TUBEMOGUL | 416 | ||
| TURNHERE.COM | 421 | ||
| VIDSENSE | 426 | ||
| VISIBLE MEASURES | 433 | ||
| YUME INC. | 438 | ||
| VIDEO ADVERTISING AUCTION, EXCHANGE and REAL TIME BIDDING PLATFORM Q & A’s | 445 | ||
| ADBRITE | 445 | ||
| ADAP.TV | 450 | ||
| LIVERAIL | 455 | ||
| SECTION FIVE | 459 | ||
| Mobile Advertising Networks, Platforms, Auctions and Exchanges | 459 | ||
| Mobile Advertising Networks, Platforms, Auctions and Exchanges Terminology Definitions | 459 | ||
| Mobile Advertising a High Growth Business: Impressions, Reach, Gross Media Spend and Network Revenue are Rising | 460 | ||
| Global Mobile Ad Network Sector Dynamics | 460 | ||
| Global Mobile Ad Network Net Revenue: 2009 - 2014 | 461 | ||
| Mobile Advertising a High Growth Business: Impressions, Reach, Gross Media Spend and Network Revenue are Rising | 460 | ||
| Mobile Media Buy Sophistication: Who, How Much and Where | 466 | ||
| Media Spend Going Into App Environments and Being Made Against the Mobile Web | 467 | ||
| OS Platforms and Media Spend | 468 | ||
| Mobile Ad Network Pricing and ROI: Actionable and Accountable | 468 | ||
| eCPM Market Value by Geography: 2010 | 469 | ||
| eCPM Sample Pricing Conversion Grid | 469 | ||
| Video Inventory in Single Digits, Though Becoming More Prevalent | 469 | ||
| Global Pricing and Inventory Sell Out by Geography | 470 | ||
| eCPM Pricing by Region | 470 | ||
| Mobile Advertising Networks: Campaign Management Platforms with Sophisticated Serving and Device Detection Technologies | 470 | ||
| Global Mobile Advertising Networks and Platforms: Impression Formats by Type | 472 | ||
| Mobile Ad Network Business Building Blocks: Billing Models, Fill Rates and Participation Percentages | 474 | ||
| Global Mobile Advertising Network Billing Models, Fill Rates, Ad Unit Pricing and Participation Percentages | 475 | ||
| Mobile Advertising Network Inventory is Typically Non-Exclusive | 477 | ||
| Global Mobile Advertising Network Inventory Total (Non-Exclusive): 2009-2011 | 478 | ||
| Mobile Ad Networks Reach Audiences in the Tens of Millions Globally | 480 | ||
| Global Mobile Advertising Network Estimated Unique User Reach 2009 - 2011 | 481 | ||
| Global Mobile Ad Impressions See Triple-Digit Growth: Filled Inventory by Year 2009 – 2011 | 483 | ||
| Global Mobile Paid Impressions: 2009 - 2011 | 483 | ||
| Global Mobile Advertising Network Inventory Fill Rates and Paid Impressions by Year: 2009 - 2011 | 485 | ||
| Global Mobile Advertising Network Revenue and Gross Media Spend: 2009-2013 | 487 | ||
| Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2010 | 489 | ||
| Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011 | 491 | ||
| Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 - 2011 | 491 | ||
| Mobile Video Gross Media Spend Forecast at $268 Million in 2011; a Triple-Digit Jump Over 2010 | 491 | ||
| Gross Mobile Video Media Spend: 2009 - 2011 | 492 | ||
| Mobile Video Advertising Network Revenue and Gross Media Spend: Video 2009 - 2013 | 494 | ||
| Total Billed Inventory Reached 42.1 Billion Impressions in 2010; U.S. Market Claims 54.7% of Mobile Video Gross Media Spend | 495 | ||
| Mobile Video Advertising Network Billed Impressions Delivered by Geographic Region: 2010 | 496 | ||
| Mobile Video Paid Impressions by Geography: 2010 | 498 | ||
| Q & A’s | 500 | ||
| ADFONIC | 500 | ||
| ADITIC (a division of Sofialys) | 505 | ||
| ADMARVEL (A UNIT of OPERA SOFTWARE) | 510 | ||
| BUZZCITY | 516 | ||
| GREYSTRIPE | 521 | ||
| InMobi | 525 | ||
| JUMPTAP | 531 | ||
| MILLENNIAL MEDIA | 535 | ||
| MOBCLIX, a Velti company | 540 | ||
| MOBGOLD | 544 | ||
| MOBILE THEORY | 547 | ||
| MOOLAH MEDIA | 553 | ||
| RHYTHM NEWMEDIA | 559 | ||
| SMAATO | 564 | ||
| TRUMPIA | 568 | ||
| ZESTADZ | 572 | ||
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