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Please contact:
Jeff Claudino
Director of Sales, Insider Research Services
619-229-9940
or via email at:
claudino@lightreading.com |
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| more news |
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| A TELECOMMUNICATIONS RESEARCH SERVICE |
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| A SILICON & SUBSYSTEM RESEARCH SERVICE |
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| REAL WORLD RESEARCH |
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| Online Video Syndication: Pushing Video to Pull Viewers |
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According to one company, more than three out of every four U.S. Internet users viewed video on the Internet in December 2008; they viewed a total of 14.3 billion videos – up 13 percent compared with November 2008. However, generating revenue from online video is proving more difficult. The Interactive Advertising Bureau (IAB) estimates that online video ad revenues grew to $345 million in the first half of 2008, putting them on a run rate of less than 1 percent of annual U.S. TV ad revenue.
To help drive revenues, the industry is now more focused on professionally produced, high-quality content, which is more attractive to advertisers. It is also experimenting with a variety of ad formats for online video. In addition to these measures, video producers and distributors are increasingly experimenting with aggregating audiences via syndication.
The definition of online video syndication varies depending on who is asked, but we define it as the publication of a piece of video content to multiple Websites at the same time. We label the company distributing the content as the syndicator, and the various sites that receive and post the video as the affiliates or affiliate sites. The syndicator could be the original rights holder (content owner) or a distributor with a primary destination site that also syndicates the content to other affiliate sites.
Developing a detailed business case for video syndication is proving difficult at this stage. Syndication is a very new business activity, and much of what is being done is experimental rather than established. Costs and pricing are variable, with advertising as the primary revenue model for most syndicators. Advertising CPMs are a function of traffic volume and viewer demographic, which vary for each video asset.
By far the most critical ingredient for successful syndication is content management and viewer tracking and measurement. The utilization of these tools by the major publishing platforms can help accelerate the growth of online video syndication and broadband video overall.
This report discusses and analyzes online video syndication, its challenges, and the different approaches to video sharing that it allows. It addresses the question of whether or not to syndicate online video, weighing the pros and cons. Finally, this report profiles 16 leading companies in the online video syndication market.
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| Sample research data from the report is shown in the excerpts below: |
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 Table of Contents (cpi0309_toc.pdf) |
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| Syndication is a Web-only concept, since the film and TV industry has long protected the value of its content through exclusive distribution deals and release windows. There is a market for TV syndication, but it is largely restricted to shows that do not get picked up by a major network, or past episodes of popular series offered well after they were aired. Online syndication turns the exclusivity model on its head: By gaining widespread distribution for a piece of video, the rights holder can aggregate a considerably wider audience. Since more views drive higher ad revenue, the rights holder could generate higher revenue. |
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| [click on the image above for the full excerpt] |
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 Companies analyzed in this report include: AdSense, a division of Google Inc. (Nasdaq: GOOG); The Associated Press; Blip Networks Inc.; Brightcove Inc.; CBS Corp. (NYSE: CBS); ExtendMedia Inc.; Feedburner, a division of Google Inc. (Nasdaq: GOOG); For Your Imagination Inc.; FreeWheel Media Inc.; Howcast Media Inc.; Hulu LLC, a joint venture of NBC Universal and News Corp.; Narrowstep Inc.; Ooyala Inc.; thePlatform for Media Inc.; TubeMogul Inc.; and YouTube, a division of Google Inc. (Nasdaq: GOOG). |
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| Other companies mentioned in this report include: Entriq Inc.; Fliqz Inc.; Kewego SA; KIT Digital Inc.; Maven Technologies LLC; and The Feedroom Inc. |
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| Total pages: 26 |
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| - Derek Sheeler, Analyst, Olayan Group |
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| - Barry Kantner, Vice President, World Wide Packets |
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