Is Professional Content the Future of Online Video? - eMarketer
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Is Professional Content the Future of Online Video?

Higher production values come online.

February 26, 2009 | Advertising & Marketing | Video

After watching millions of short user-generated video clips on YouTube, are online viewers looking for something, well...better?

According to the report “Pro Online Video Views 1998–2012” from AccuStream iMedia Research, they might be. The firm found that professionally produced online video grew nearly 25% last year, accounting for 41.6 billion views.

Material originally produced for television viewing made up 17% of that long-form content.

Over 30% of the professionally produced online video was children’s entertainment.

US Professionally Produced Online Video Related to Children's Entertainment, 2001 & 2008 (% of total US professionally produced online video)

“The sharp escalation of professional video content on the Web—mainly from TV networks—is creating a viable base for brand marketers,” said David Hallerman, senior analyst at eMarketer.

The Diffusion Group (TDG) found that in 2008, short and user-generated clips made up 60% of US video advertising revenues.

US Online Streaming Video Advertising Revenues, by Video Type, 2008 & 2013 (% of total)

But TDG analysts predicted that 70% of streaming video ad revenues will come from long-form videos in 2013.

It looks like both viewers and ad dollars are shifting.

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