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User-Generated Content:
Will Web 2.0 Pay Its Way?
The days of giant media conglomerates controlling the creation, distribution and monetization of content are fading. An explosion of user-generated content is reshaping the media landscape, shattering the status quo and creating new opportunities for marketers.
The User-Generated Content report analyzes the fast-changing new world of content ownership and distribution, where for the first time everyday people determine exactly what is created and consumed—not marketers or publishers.
Led by the companies that started the revolution—YouTube, MySpace, Facebook, Photobucket and others—eMarketer estimates that US user-generated content sites will earn $4.3 billion in ad revenues in 2011, up from $1 billion in 2007.
Key questions the User-Generated Content report answers:
- How much will be spent this year on advertising on user-generated content sites?
- What role will marketers play in making user-generated content a paying prospect?
- Which users are actually generating content?
- Who is consuming user-generated content?
- What new business models will emerge?
- And many others….
eMarketer Reports—On-Target and Up-to-Date
The User-Generated Content report aggregates the latest data from marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions—right now.
To download the report to your desktop—click Add to Cart:
The days of giant media conglomerates controlling the creation, distribution and monetization of content are fading. An explosion of user-generated content is reshaping the media landscape, shattering the status quo and creating new opportunities for marketers.
Executive Summary
 US User-Generated Content Advertising Revenues, 2006-2011 (millions)
Worldwide User-Generated Content Advertising Revenues, 2006-2011 (millions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: User-Generated Content
A New Media Landscape
US Advertisers' Reactions to Select Innovations in the Media Landscape, 2006 (% of respondents)
US Brand Marketers Who Plan to Use Social Network* Marketing Tactics in the Next Year, 2006 & 2007 (% of respondents)
Emerging Media Formats Implemented Most by Top TV Networks in the US, Q1 2007 (% of top TV networks)
Importance of Online Social Media* to the Business/Marketing Strategy of the Fastest-Growing Private Companies in the US, November-December 2006 (% of respondents)
Select Types of Online Social Media that Are Used by the Fastest-Growing Private Companies in the US, November-December 2006 (% of respondents)
Monetizing the Content Revolution
US User-Generated Content Advertising Revenues, 2006-2011 (millions)
Worldwide User-Generated Content Advertising Revenues, 2006-2011 (millions)
US Online Video Advertising Spending, 2001-2011 (millions)
US User-Generated Video Streams and Associated Advertising Revenues*, 2006, 2007 & 2011
User-Generated Video Content Revenues Worldwide, 2006 & 2011 (millions)
US Online Video Advertising Spending, 2006 & 2011 (billions)
Worldwide Online Social Network Advertising Spending, 2006-2011 (millions)
Impact of Short Commercials before Every YouTube Video Clip according to US Adult Frequent* YouTube Watchers, December 2006 (% of respondents)
Type of YouTube Revenue Model that US Internet Users Would Tolerate, October 2006 (% of respondents)
Online Advertising Trends
Users Take Charge
Select Marketers with Ad Profile Pages on MySpace, July 2006
Even Corporate Ads Aim to Look User-Generated
US Adult Internet Users' Perceptions of Companies that Use Customer-Generated Advertising vs. Professionally Created Advertising, November 2006 (% of respondents)
US Adult Internet Users' Perceptions of Companies that Use Customer-Generated Advertising vs. Professionally Created Advertising, by Age, November 2006 (% of respondents in each group)
Viral Marketing Tactics that Are Used by Experienced B2C Viral Marketers in the US, March 2006 (% of respondents)
US Advertising Executives Who Have Advertised on a Blog or User-Generated Content Site, 2006 (% of respondents)
Types of User-Generated Content
Video
US Online Video Viewers, 2003-2010 (millions)
Top 10 Online Video Properties among US Internet Users, Ranked by Unique Streamers, August 2006 (thousands and % reach)
Top 10 US Online Video Sites, February 2007 (visitors and sessions in millions, market share and % change vs. prior month)
User-Generated Online Video Content As a Percent of Total Online Video Content Watched in the US, 2006 & 2010
Types of Online Videos Watched or Downloaded by US Online Video Viewers, July-August 2006 (% of respondents)
Types of Online Video Viewed by US Online Video Viewers, by Age, November 2006 (% of respondents in each group)
Websites on which US Adult Internet Users Watch Online Video Content, 2006 (% of respondents)
Websites on which US Adult Internet Users Watch Online Video Content, by Age, 2006 (% of respondents in each group)
Media Content with the Highest Growth Potential* according to Media and Entertainment Executives in North America and Europe, Q1 2007 (% of respondents)
Aspect of Online Video that US Adult Internet Users Like Least, February 2007 (% of respondents)
Aspects of Watching Online Videos that US Online Video Viewers Do Not Enjoy, July-August 2006 (% of respondents)
Blogs and Wikis
US Blog Advertising Spending, 2005, 2006 & 2010 (millions)
Planned Spending in the Next Year on Emerging Advertising Tactics according to US Online Marketers*, 2005 & 2006 (% of respondents)
Corporate Bloggers Who Have Seen an Increase in Traffic to Their Website from Their Blog, 2005 (% of respondents)
Top 10 Educational and Reference Websites in the US, Ranked by Visits, March 11-17, 2007 (% market share)
UK Visitors to Select Web Properties* Featuring User-Generated Content (UGC), July 2005 & July 2006 (thousands and % increase vs. prior year)
Attitudes of US Advertising Executives toward Advertising on a Blog or User-Generated Content Site, 2006 (% of respondents)
Photo Sharing
US Internet Users Who Post Photos Online, 2003 & 2006 (% of respondents)
Digital Photo Storage Locations Used by US Adult Internet Users Who Take Digital Photos Regularly, 2006 (% of respondents)
Top Photo-Sharing Websites among US Internet Users, Ranked by Share of Visits, April 2006 & April 2007
Mobile Content and Applications Used by Mobile Subscribers in the US, March 2007 (thousands and % of mobile subscribers)
Personal Data (Online Social Networks)
Top 20 US Social Networking Websites, Ranked by Visits, February 2007 (% market share)
US Unique Visitors to Select Social Networking Sites, September 2005 & September 2006 (thousands and % change)
US Online Social Network Advertising Spending, by Type of Network, 2007 & 2008 (millions)
Worldwide Online Social Network Advertising Spending, 2006-2011 (millions)
Reviews, Recommendations, Tags
US Adult Internet Users Who Have Categorized/Tagged* Online Content**, November-December 2006 (% of respondents)
Influence of Select Websites on Purchases according to US Internet Users, January 2007 (% of respondents)
Average Number of User Comments/Recommendations per Video among Select US User-Generated Video Websites, 2006
Number of Videos Being Uploaded and Watched Daily on YouTube, 2006
Mobile User-Generated Content
Mobile Phone Subscribers in the US and Select Countries in Western Europe Who Use User-Generated Content and Social Networking Applications* on Their Phones, October 2006 (% of respondents)
US Mobile Phone Subscribers Ages 13-24 Who Use User-Generated Content and Social Networking Applications* on Their Phones, October 2006 (% of respondents)
Mobile Phone Subscribers Ages 13-24 in Select Countries in Western Europe Who Use User-Generated Content and Social Networking Applications* on Their Phones, October 2006 (% of respondents)
Select Mobile Community and User-Generated Content Service Users Worldwide, 2006 & 2011 (millions)
Top Five Websites Where US Mobile Phone Users Upload User-Generated Content from Their Mobile Phones, Q3 2006 (% of respondents*)
Top Five Websites Where UK Mobile Phone Users Upload User-Generated Content from Their Mobile Phones, Q3 2006 (% of respondents*)
Online Video Viewed on Handheld Devices in the US, 2006 & 2011 (% of total online video)
The Audience for User-Generated Content
Who Is Consuming User-Generated Content?
US Users of User-Generated Content, 2006-2011 (millions)
Worldwide Users of User-Generated Content, 2006-2011 (millions)
Demographic Profile of US YouTube Users, May 2006 (% of total unique visitors)
Demographic Profile of US Online Video Viewers*, January 2006 (% of respondents)
Demographic Profile of US Online Video Viewers, February 2006 (% of respondents)
US YouTube Users, by Age, Four weeks ending March 10, 2007 (% traffic share)
US MySpace Users, by Age, Four weeks ending March 10, 2007 (% traffic share)
US Visitors to Select Online Video Sites, by Gender, December 2006 (thousands and % of total visitors)
US Visitors to Select Online Video Sites, by Gender, January 2007 (indexed by visitors to all Websites)
US Unique Visitors to Select Online Video Sites, by Gender, December 2006 (% of total Internet users in each group)
US Unique Visitors to YouTube, by Gender, May & December 2006 (% of total)
US Visitors to YouTube, by Gender, Four weeks ending February 3, 2007 (% of total)
Demographic Profile of US MySpace and Facebook Users, November 2006 (millions and % of total)
Usage Statistics
Comparative Estimates: US Unique Visitors to YouTube, February, July and December 2006 (thousands)
Percent of Time Spent Online at User-Generated Sites vs. Company-Generated Sites according to US Internet Users, by Age, February-March 2007
Select Weekly Online Activities* of US Internet Users, by Age, February-March 2007 (% of respondents in each group)
Top 20 US Downstream* Websites for YouTube Visitors, October 2006 (% of downstream total)
The Content Creators
US User-Generated Content Creators, 2006-2011 (millions)
Worldwide User-Generated Content Creators, 2006-2011 (millions)
US Internet Users Who Create Their Own Online Content, by Access Technology, 2005
US Internet Users Who Are Increasingly Creating Their Own User-Generated Content*, by Age, February-March 2007 (% of respondents)
Demographic Profile of US Internet Users Who Post Online Content, 2005 (% of respondents in each group)
Demographic Profile of Adult Internet Users in the UK Who Own Blogs or Websites, June 2006
Demographic Profile of US Teen Internet Users Who Create Profiles Online*, October-November 2006 (% of respondents in each group)
Top 10 Websites among US Females Ages 17-25, 2007 (% of respondents)
Related Information
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The days of giant media conglomerates controlling the creation, distribution and monetization of content are fading. An explosion of user-generated content is reshaping the media landscape, shattering the status quo and creating new opportunities for marketers.
360i
ABI Research
Accenture
AccuStream Research
America Online (AOL)
American Advertising Federation (AAF)
American Marketing Association (AMA)
Arbitron
Associated Press (AP)
Backbone Media
Burst Media
Center for Marketing Research
ClipBlast!
Compete
comScore Inc.
comScore Media Metrix
Corel Corporation
Deloitte & Touche
Edison Research
eMarketer
Experian Hitwise
Harris Interactive
Harrison Group
Informa Telecoms & Media
In-Stat
iProspect
Ipsos Public Affairs
JupiterResearch
M:Metrics, Inc.
MarketingSherpa
Nielsen//NetRatings
Office of Communications (Ofcom) - UK
Online Publishers Association (OPA)
Opinion Research Corporation
Pew Internet & American Life Project
Piper Jaffray & Co.
PQ Media, LLC
Quantcast
Screen Digest
Synovate
Telephia
USC Annenberg School Center for the Digital Future
Wired Magazine
Youth Trends
YouTube
Zoomerang
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