UGC video sites, networks, channels and brands generated in excess of 230 billion domestic (U.S.) views in 2010, up 146.9% over the previous year. Meanwhile, advertisers stepped up, wading into market with some $426 million in pre roll ad spend made across the entire UGC video segment. The report details the growth and maturation of UGC video from 2005 through 2010, with view forecasts carried out to 2012.
Combined, UGC and pro video views passed the 302 billion mark in 2010. UGC video surpassed pro video views in 2007. While mainstream advertisers were initially reluctant buy the segment, media planners have clearly taken notice of the growth in both volume and unique users. The report examines UGC libraries in depth, and breaks out viewing share by content category for major sites. YouTube is not only the largest UGC video site (and largest video viewing destination online, it’s also the largest pre roll advertising network.
TABLE OF CONTENTS:
| EXECUTIVE SUMMARY | 1 | |||
| UGC Video Delivers Triple-Digit View Growth in 2010 | 1 | |||
| UGC Video Market Growth 2005 - 2010: Forecast 2011 – 2012 | 2 | |||
| UGC and Pro Video Views Register a Combined 302.5 Billion | 3 | |||
| UGC and Pro Video Growth and View Share Summary: 2005 - 2010 | 3 | |||
| Pro and UGC Video Growth Rates: Five Year Historical View Comparison | 4 | |||
| YouTube Library Share by Content Category: 2005 – 2010 | 5 | |||
| UGC Video Pre Roll Inventory Averaged 7.1 Billion Units Monthly in 2010 | 6 | |||
| SECTION ONE | 8 | |||
| UGC Video Delivers Triple-Digit View Growth in 2010 | 8 | |||
| UGC Video Market Growth 2005 - 2010: Forecast 2011 - 2012 | 8 | |||
| UGC Video Market Growth 2005 - 2010: Forecast 2011 – 2012 | 9 | |||
| UGC and Pro Video Views Register a Combined 302.5 Billion | 10 | |||
| UGC and Pro Video Growth and View Share Summary: 2005 - 2010 | 10 | |||
| UGC and Pro Video View Growth Comparison: 2005 – 2010 | 12 | |||
| UGC Video Segment Growth at Triple-Digit Rates for Three of the Past Five Years | 13 | |||
| UGC Video and Pro Video Growth Rate Comparison 2006 - 2010 | 13 | |||
| Pro and UGC Video Growth Rates: Five Year Historical View Comparison | 15 | |||
| UGC Video: 2010 | 16 | |||
| SECTION TWO | 22 | |||
| UGC Video Offers Uploaders and Viewers a Diverse Choice of Themed, Sharing- Driven Channel Environments | 22 | |||
| Break.Com | 22 | |||
| Break.Com Library Share by Category: 2010 | 23 | |||
| Break.Com Views and Library Share by Category Comparison: 2009 vs. 2010 | 26 | |||
| Dailymotion.Com | 28 | |||
| Dailymotion.Com Video Views and Library Share: 2005 - 2010 | 28 | |||
| Dailymotion Library Share Comparison: 2009 vs. 2010 | 30 | |||
| Metacafe.com | 32 | |||
| Metacafe Category Share: 2005 - 2010 | 32 | |||
| Metacafe Category Share: 2009 vs. 20109 | 34 | |||
| Myspace.com | 36 | |||
| Myspace Library Share by Category: 2005 – 2010 | 36 | |||
| Veoh.com | 39 | |||
| Veoh.Com Library Share by Category: 2006 - 2010 | 39 | |||
| YouTube.com | 41 | |||
| YouTube Library Share by Content Category: 2005 – 2010 | 41 | |||
| YouTube Video Share Comparison by Category: Pro, Semi-Pro and UGC: 2005-2010 | 43 | |||
| Partner Channels Account for 86.5% of Total Views | 45 | |||
| UGC Video: Monthly View Analysis 2010 | 46 | |||
| SECTION THREE | 54 | |||
| UGC Video Pre Roll Inventory Averaged 7.1 Billion Units Monthly in 2010 | 54 | |||
| UGC Video: Pre Roll Inventory and Gross Media Spend by Brand: 2010 | 55 | |||
| Market Dynamics: Marketer Demand for the Pre Roll Ad Unit on UGC Video Sites Increases | 56 | |||
| YouTube Pre Roll Inventory is Vast, in Demand, and Well-Integrated into the Experience and Aggressively Sold | 57 | |||
| YouTube Video View Share By Content Category: UGC vs. Semi-Pro/Pro | 58 | |||
| Music is Dominant across UGC and Pro Video on YouTube | 59 | |||
| YouTube Video Share Comparison by Category: Pro, Semi-Pro and UGC: 2005 - 2010 | 59 | |||
| YouTube Generated an Estimated $213 Million (Net) in Pre Roll Advertising in 2010 | 60 | |||
| YouTube Video Category Analysis and Pre Roll Video Inventory Allocation and Gross Media Spend: 2010 | 61 | |||
| YouTube Pre Roll Video Gross Media Spend: 2010 | 62 | |||
| SECTION FOUR | 64 | |||
| Historical UGC Video Database: 2006 - 2010 | 64 |
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