Home > Market Research > Media & Entertainment > User Generated Video 2007 - 2008: Metadata Metrics

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Market Study
Published: January 2008
Pages: 134
Tables: For full details, please email keithw@cmsinfo.com
From: GBP 997.50   Buy Now!
Research from: Accustream imedia research
Sector: Media & Entertainment

This report analyzes UGV interaction rates, focusing on user comments, number of videos and total views, compiled from hundreds of thousands of videos. The report evaluates each content category on AOLUncut, Broadcaster.com, Crackle.com, LiveDigital, Metacafe, MySpace TV, VEOH.com, Vsocial.com, Yahoo Video and YouTube, among others.

UGV is a circular media environment. Users are in multiple points inside the experience. They can start the conversation and they can react to it. This social currency becomes relevant when interactivity associated with UGV is more understood and benchmarked. This report analyzes UGV interaction rates, focusing on user comments, videos and views, compiled from hundreds of thousands of videos.

Top line report findings and analysis:

-Analysis of hundreds of thousands of videos and comments associated with those pieces of content from YouTube, MySpace, LiveDigital, Metacafe, Yahoo Video, AOLUncut and others reveals an average of 12.6 comments for each video (see data and graphics below) through 2007
-Across the group of UGV sites analyzed in this research report, a total of 1.19 million videos (hosted inside content categories typically accessible to users) published in 2007 (excluding 2006 and older videos)
-There were a total of 26.5 million comments published by users associated with those videos, or an average of 22.2 on a per video basis
-YouTube captured the largest share of those comments, with 79.9%, followed by MySpace TV with 13%
-MySpace TV showed the highest comments average per video, at 36.9, largely due to the popularity of semi-professional and professional content on the site
-Metacafe has traditionally generated a high number of comments per published video, due the adult or mature nature of some of its content categories and predominately male audience

User Generated Video (UGV) sites generated abundant metadata associated with views in 2007 that taken in totality, supply a set of comparable performance yardsticks across sites and surrounding specific content categories hosted inside these environments.

User Generated Video 2005 - 2008: Metadata Metrics, published by AccuStream iMedia Research, analyzes UGV interaction rates, focusing on user comments, videos and views, compiled from hundreds of thousands of videos.

Total user generated videos published in 2007 topped an estimated 1.2 million, along with 26.5 million associated comments.

Average comments per video clocked in at 12.6 incorporating 2007 and previously published videos. The full year comparable in 2006 was 19.5.

The report evaluates each content category on AOLUncut, Broadcaster.com, Crackle.com, LiveDigital, Metacafe, MySpace TV, VEOH.com, Vsocial.com, Yahoo Video and YouTube, among others.

"User comments are an indication of content engagement behavior and underlying motivation," remarked Paul A. Palumbo, research director with AccuStream.

"Comments reflect interactive activity meaningful to brands, publishers and advertisers, particularly as a community's conversation about video becomes intrinsic to CPM value. Video is visual, and visceral."

For example, MySpace TV's library, boosted by its emphasis on semi-professional and professional content, averaged 36.9 comments per video throughout 2007. Metacafe's library generated an average of 32.3, followed by YouTube at 25.4.

The report examines views, number of videos and comments that yield comparable metrics across video categories, going back as far as 2003.

UGV utilize older videos to increase cumulative views in current publishing periods while newer videos are groomed and rotated into featured areas.

The analysis suggests content of a promotional or purely advertising nature can similarly be customized to solicit specific types of user engagement.

Media planners and site brand managers can use metadata performance knowledge to better shape campaign uniqueness and reach desired goals as they incorporate exposure and purchase triggers into message design.

"This is a circular media environment. Users are in multiple points inside the experience. They can start the conversation and they can react to it. This social currency becomes relevant when valuing interactivity attached to UGV content"

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Table of Contents

EXECUTIVE SUMMARY 1
UGV Metadata Averages by Brand: 2007 1
UGV Comments Ranking: 2007 Average Comments per Video 2
Views per Comment Summary Analysis: by Site 2
Views per Comment Analysis: UGV Site Summary 2007 3
UGV Metadata Summary: Average Views per Comment and Average Comments per Video Comparison 2007 3
Introduction and Summary Analysis 4
Viral CPM Value: Video Consumption Goes a Step Further In UGV 4
Incorporating Video Metadata In CPM Valuation Models 4
UGV Building Blocks: Incorporating User Comments and Other Metadata into the CPM Value Chain 5
UGV Metadata Averages by Brand: 2007 5
UGV Comments Ranking: 2007 Average Comments per Video 6
Views per Comment Summary Analysis: by Site 6
Views per Comment Analysis: UGV Site Summary 2007 7
UGV Metadata Summary: Average Views per Comment and Average Comments per Video Comparison 2007 7
Videos and Comments Published Comparison: 2007 8
UGV Publishing Velocity: 2007 8
Videos and Comments Published Share Analysis: 2007 9
UGV Site Summary Analytics 9
AOLUncut Comments Made per Video: 2005 - 2007 9
AOLUncut Views per Comment Analysis 10
AOLUncut Category Analysis: Average Views per Comment by Category 2006 - 2007 10
Broadcaster.com Category Analysis: Comments, Videos and Views 2006 - 2007 11
Broadcaster.com Views per Comment Analysis: 2007 12
Broadcaster.com Category Analysis: Comments, Videos and Views 2006 - 2007 12
Crackle.com Total Views, Videos, Comments Category Comparison: 2005 - 2007 13
Crackle.com Views per Comment Analysis: 2007 14
Crackle.com Total Views per Comment Analysis: 2005 - 2007 15
Ebaumsworld Views per Comment Analysis: 2007 16
Ebaumsworld Comments per Video Growth: 2007 16
Ebaumsworld Views per Comment: 2007 17
LiveDigital Views and Comments Analysis 18
Metacafe Comments per Video Comparison 18
Metacafe Views per Comment Analysis: 2007 Library Comparison 19
Metacafe Views per Comment Analysis: 2003 - 2007 19
MySpace TV Views, Videos and Comments: 2005 - 2007 20
MySpace TV Views, Videos and Comments Analysis: 2005 - 2007 21
MySpace TV Average Views per Video and Total Comments per Video by Category 2007 22
MySpace TV Views per Comment Analysis: 2005 - 2007 22
Veoh.com Views per Comment Analysis: 2007 23
Veoh.com Videos and Comments Analysis: 2006 - 2007 23
Veoh.com Average Views per Video, Views per Comment Analysis: 2006 - 2007 24
Veoh.com Views, Videos and Comments Share Analysis: 2006 - 2007 25
Veoh.com Views, Videos and Comments Share Analysis 28
Veoh.com Views, Videos and Comments Share Analysis: 2006 - 2007 28
Yahoo Video Comments per Video Analysis: 2007 29
YouTube Comments per Video Analysis: 2007 30
YouTube Views per Comment Analysis: 2007 by Category 30
YouTube Views and Comments Analysis 2005 - 2007 31
YouTube Average Views and Comments Comparison: December 2007 Library Analysis 31
YouTube Average Views and Comments Analysis 2005 - 2007 32
A Pro Formal CPM and Hybrid Comment Interaction Model 32
MySpace TV Advertising Pro Forma Analysis 33
SECTION ONE: AOL Uncut 34
AOLUncut Aggregate and Average Video Views 34
AOLUncut Total Comments Growth: 2005 - 2007 34
AOLUncut Comments per Video Analysis: 2005 - 2007 35
AOLUncut Comments per Video Trend Lines: 2005 - 2007 36
AOLUncut Comments Comparison by Category 36
AOLUncut Comments Trend Lines by Category 37
AOLUncut Comments Comparison: Total Category Comments 2005- 2007 37
AOLUncut Category Analysis: Average Views and Comments per Category 2006 - 2007 38
AOLUncut Category and Comment Share Analysis 41
AOLUncut Category and Comment Share Analysis Cumulative Share through October 2007 42
SECTION TWO: Broadcaster.com 43
Broadcaster.com Aggregate and Average Video Views 43
Broadcaster.com Category Analysis: Comments, Videos and Views 2006 - 2007 44
Broadcaster.com Categories and Comments 45
Broadcaster.com Average Comments per Video: by Category 2006 and 2007 46
Broadcaster.com Percent Category Comments 46
Broadcaster.com Category and Comment Share Comparison: 2006 - 2007 47
Broadcaster.com Comment and Category Share Analysis: 2006 - 2007 48
SECTION THREE: Crackle.com 49
Crackle.com Total Views: 2005 - 2007 49
Crackle.com Cumulative Views: 2005 - 2007 50
Crackle.com Views and Comments Growth Comparison 50
Crackle.com Comments per Video: Ranked by Content Category 51
Crackle.com Total Views, Videos, Comments Category Comparison: 2005 - 2007 52
Crackle.com Comments per Video: Content Category Ranking 54
Crackle.com Total Views, Videos, Comments Category Comparison: 2005 - 2007 55
Crackle.com Comment and View Share Comparison 57
Crackle.com View and Comment Share 58
Crackle.com View and Comment Share Comparison 59
Crackle.com View and Comment Share Comparison 59
SECTION FOUR: Ebaumsworld.com 60
Ebaumsworld Aggregate and Average Video Views 60
Ebaumsworld Cumulative Views Growth: 2007 60
Ebaumsworld Total Comments: 2007 61
Ebaumsworld Comments Growth: 2007 61
Ebaumsworld Comments Growth Analysis: 2007 Total Number of Comments by Category 62
Ebaumsworld Comments per Video Growth: 2007 63
Ebaumsworld Comments Trends Analysis: Comments per Category Video 2007 63
Ebaumsworld Videos, Views and Comments: 2007 64
Ebaumsworld Comments per Video: November Ranking 2007 67
Ebaumsworld Comments per Video Category Ranking: November 2007 67
Ebaumsworld Views and Comments Share: 2007 68
Ebaumsworld Views and Comments Share Comparison: 2007 68
SECTION FIVE: LiveDigital.com 69
LiveDigital.com Cumulative Library Views: 2005 -2007 69
LiveDigital.com Cumulative Views: 2005 - 2007 70
LiveDigital Views and Comments Analysis 71
LiveDigital Comments Growth: Through November 2007 71
LiveDigital Comments Growth Analysis 72
LiveDigital.com Categories and Comments: Cumulative Views: 2005 - 2007 72
LiveDigital.com Categories and Comments Share: 2005 - 2007 75
SECTION SIX: Metacafe 78
Metacafe View Generation Profile: 2007 78
Metacafe Library Utilization Analysis: 2003 - 2007 78
Metacafe Cumulative Comments: 2003 - 2007 79
Metacafe Cumulative Comments Analysis: 2003 - 2007 Videos 80
Metacafe Views, Videos and Comments Analysis: 2003 - 2007 81
Metacafe Average Comments per Video: by Category 82
Metacafe Comments per Video Analysis 82
Metacafe Comments per Video Comparative Analysis 83
Metacafe Comments per Video Comparison 83
Metacafe Views and Comments Share: by Category 84
Metacafe Views and Comments Share Analysis: 2003 - 2007 84
Metacafe Views and Comments Share: November 2007 by Category 85
Metacafe Views and Comments Share Analysis: 2003 - 2007 86
SECTION SEVEN: MySpace TV 87
MySpace TV Average Views: Analysis Periods April - December 2007 87
MySpace TV Library Utilization Analysis: 2005 - 2007 88
MySpace TV Library Utilization Analysis: 2005 - 2007 89
MySpace TV Comments Growth: 2007 90
MySpace TV Comments Comparison: Average Comments per Video by Category 90
Comparative Analysis: Views and Comments: 2006 91
MySpace TV Views, Videos and Comments Share: 2005 - 2007 92
MySpace TV Views, Videos and Comments: 2005 - 2007 93
MySpace TV Views, Videos and Comments Share Analysis: 2005 - 2007 95
MySpace TV Views, Videos and Comments Analysis: 2005 - 2007 96
MySpace TV Views, Videos and Comments Share Analysis: 2005 - 2007 97
MySpace TV Comments per Video Category Analysis: 2005 - 2007 98
MySpace TV Comments per Video Ranking: by Category 2005 - 2007 99
SECTION EIGHT: Veoh.com 100
Veoh.com Library Growth 2007 100
Veoh.com Cumulative Library Views: 2007 100
Veoh.com Library Utilization Analysis: 2006 and 2007 101
Veoh.com Views and Comments Analysis: 2006 - 2007 102
Veoh.com Average Comments per Video: 2006 - 2007 103
Veoh.com Comments per Video Trends and Growth by Category: 2006 - 2007 103
Veoh.com Videos and Comments Analysis: 2006 - 2007 104
Veoh.com Views, Videos and Comments Analysis: 2006 - 2007 105
Veoh.com Views, Videos and Comments Share Analysis 107
Veoh.com Views, Videos and Comments Share Analysis: 2006 - 2007 107
Veoh.com Views, Videos and Comments Share Analysis: 2006 - 2007 108
SECTION NINE: Yahoo Video 111
Yahoo Video Annual View Trends Analysis: 2006 - 2007 111
Yahoo Video Cumulative Views: 2007 112
Yahoo Video Comments Growth: 2007 112
Yahoo Video Views, Videos and Comments Share and Trends Analysis: 2007 113
Yahoo Video Comments Growth: 2007 114
Yahoo Video Comments per Video Analysis: 2007 114
Yahoo Video Comments per Video Analysis: 2007 115
Yahoo Video Views, Videos and Comments Analysis: 2007 116
Yahoo Video Comment Share by Category: 2007 117
Yahoo Video Views, Videos and Comments Share Analysis: 2007 118
Yahoo Video Library Share: Views, Videos and Comments by Category 2007 120
Yahoo Video Views, Videos and Comments Share Analysis: 2007 120
SECTION TEN: YouTube 121
YouTube Video Views Growth Analysis: Cumulative Views 2005 - 2007 121
YouTube Library Growth: 2005 - 2007 122
YouTube Library Utilization Analysis: 2005 - 2007 123
YouTube Comments per Video Analysis: by Category 2007 124
YouTube Comments per Video Analysis: 2007 125
YouTube Views, Videos and Comments Analysis 2005 - 2007 126
YouTube Views, Videos and Comments Share Analysis: April 2007 Library Analysis 129
YouTube Views, Videos and Comments Analysis 2005 - 2007 130
YouTube Views, Videos and Comments Share Analysis: by Category July 2007 131
YouTube Views, Videos and Comments Share Analysis 2005 - 2007 132
YouTube Views, Videos and Comments Share Analysis: by Category December 2007 133
YouTube Views, Videos and Comments Share Analysis 2005 - 2007 134

For full details, please email keithw@cmsinfo.com

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