UGV and professionally produced, distributed and syndicated video combined rose 35.9% in 2009, generating 93.2 and 49.1 billion views respectively. UGV views grew by 47.8%, while the growth figure for pro video was 18.1%.
UGV views surpassed professional counterparts in mid 2007, driven in part by longer viewer engagement resulting in more views per site per month. In 2009, for example, UGV sites averaged 27.1 views per unique user per month per site, when matched against a 4.1 comparable on professional sites.
TABLE OF CONTENTS:
| EXECUTIVE SUMMARY | 1 | |||
| PRO – UGV ONLINE VIDEO MARKET COMPARISON AND OVERVIEW | 1 | |||
| UGV AND PRO VIDEO CHART SIMILAR EARLY MARKET GROWTH TRAJECTORIES | 1 | |||
| COMEDY, ENTERTAINMENT AND MUSIC CAPTURE DOMINATE VIEWING SHARE ON UGV NETWORKS | 2 | |||
| EXPLOITATION BASICS: UGV STRENGTHS INCLUDE MULTI-DIMENSIONAL PROGRAMMING; PRO VIDEO’S STRENGTH IS PROGRAM CONSISTENCY | 3 | |||
| SECTION ONE | 5 | |||
| PRO – UGV ONLINE VIDEO MARKET COMPARISON AND OVERVIEW | 5 | |||
| UGV AND PRO VIDEO GROWTH RATE COMPARISON 2006 - 2009 | 6 | |||
| UGV AND PRO VIDEO CHART SIMILAR EARLY MARKET GROWTH TRAJECTORIES | 7 | |||
| PRO AND UGV VIEWS SURPASS 142 BILLION IN 2009 | 7 | |||
| PRO AND UGV VIEW SHARE: 2005 - 2009 | 7 | |||
| UGV VIEWS GENERATED 65% OF TOTAL ONLINE VIDEO VIEWS IN 2009, UP FROM 60% IN 2008 | 9 | |||
| COMEDY, ENTERTAINMENT AND MUSIC CAPTURE DOMINATE VIEWING SHARE ON UGV NETWORKS | 11 | |||
| NEWS VIDEO SHARE ON YOUTUBE SURGED FROM 2008 - 2009 | 13 | |||
| YOUTUBE CATEGORY SHARE SHIFTS: 2005 - 2009 | 13 | |||
| EXPLOITATION BASICS: UGV STRENGTHS INCLUDE MULTI-DIMENSIONAL PROGRAMMING; PRO VIDEO’S STRENGTH IS PROGRAM CONSISTENCY | 17 | |||
| SECTION TWO | 20 | |||
| PRO AND UGV COMPARATIVE VIEWING SHARE BY CATEGORY: MUSIC VIDEO | 20 | |||
| MUSIC IS A MAJOR DRIVER OF UGV MARKET GROWTH | 21 | |||
| UGV MARKET GROWTH 2005 - 2009 | 22 | |||
| THE GROWTH OF UGV MUSIC VIEWS CORRESPONDS TO DECLINING SHARE ON PROFESSIONAL VIDEO SITES | 23 | |||
| MUSIC LIBRARIES ON UGV SITES AVERAGE A 14.1% SHARE | 24 | |||
| UGC Music Category share analysis | 24 | |||
| YOUTUBE UNDERPERFORMS IN THE ENTERTAINMENT CATEGORY | 26 | |||
| PROFESSIONAL AND SEMI-PRO PARTNER CHANNELS ON YOUTUBE CAPTURE 18.8% OF VIEWS | 28 | |||
| YOUTUBE PARTNER CHANNEL SHARE COMPARISON: 2005 - 2009 | 28 | |||
| YOUTUBE PARTNER VIEWS: MUSIC AND TELEVISION CATEGORIES | 28 | |||
| MYSPACE CATEGORIES UNDERPERFORM COMPARED TO UGV AVERAGES | 28 | |||
| YAHOO VIDEO CATEGORY SHARE 2005 - 2009 | 31 | |||
| SECTION THREE | 32 | |||
| PRO AND UGV CATEGORY SHARE COMPARISON: ENTERTAINMENT/COMEDY | 32 | |||
| COMEDY AND ENTERTAINMENT ARE SUBSTANTIAL UGV LIBRARY SHARE CONTRIBUTORS | 33 | |||
| METACAFE CONTENT CATEGORY SHARE SHIFTS: 2003 - 2009 | 36 | |||
| BREAK.COM LIBRARY AND UGV SHARE COMPARISON: 2005 - 2009 | 37 | |||
| COMEDY AND ENTERTAINMENT CAPTURE A COMBINED 25.9% LIBRARY SHARE ON YOUTUBE | 37 | |||
| YAHOO VIDEO CATEGORY SHARE 2005 - 2009 | 38 | |||
| SECTION FOUR | 40 | |||
| UGV VIEWS: 2009 | 40 | |||
| SECTION FIVE | 46 | |||
| FULL YEAR 2009 PRO ONLINE VIDEO VIEWS BY SITE, BRAND AND NETWORK | 46 | |||
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