Commentary
UGC and Social Dominate Online Video Viewing
- by Erik Sass , Staff Writer @eriksass1, March 21, 2012
While advertising might not be running against all of it, user-generated content and video on social networks represent the large majority of online video viewing, according to a new report from AccuStream Research titled “Internet Video 2011-2014: View, Share, Site, and User Analytics.”
In 2011 AccuStream tallied a total 431.8 billion online video views, up 43.2% from 301.5 billion views in 2010 -- a growth rate traditional broadcast and cable TV would be hard-pressed to match; while number of views and time spent watching don’t necessarily match up as measures, it’s still worth noting that according to Nielsen total TV viewing increased 1% in 2010, to 34 hours and 39 minutes, and it might grow another 1% to 35 hours in 2011.
AccuStream also estimated the total length of time spent watching online video at 21.2 billion hours in 2011, making up 5.2% of total TV hours watched for the year.
What’s more, the two overlapping categories of UGC video and video distributed via social networks made up 77.9% of total video views, according to AccuStream, while professionally-produced and distributed video on destination sites made up just 22.1%. The report also estimates that publisher- and producer-managed partner channels on YouTube make up 21.8% of requested content in 2011. At the same time YouTube captured a 94% share of UGC viewing.
However UGC’s viewership growth rate may be moderating. AccuStream also noted that UGC views per unique user per month actually decreased 12.1% in 2011 to 80.7, following a huge 147.2% spike in 2010. Views per unique user per month on pro-managed sites increased 3.2% to 6.4.
Erik Sass is editor of Publishers Daily. You can reach Erik at eriksass@gmail.com.
HITVIEWS was the first company to monetize UGC by placing major brand products inside UGC video. Pepsi, FOX, Timberland, US Govt, CBS, TiVo, Disney and many others have used it with GREAT success. 5 years of experience and more UGC product placement than all other companies combined. 646 456 1000
Great report. Really convinces me that small businesses and solo professionals need to focus just as much on creating their own video content as the professionally produced videos. Many of the businesses I work with are looking to strike a balance in their marketing strategies and budgeting.
And with the numbers captured by YouTube, there's no doubt in my mind that a YouTube channel is a must-have. Gone are the days when you could park a video on your website and call it a day. It must be shared, liked and +1'd (what is google thinking with that?)