Who's Watching User-Generated Video?

Posted: Monday, January 28, 2008
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Author: pradhana
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Filed under: Digital Content, Market Survey

Hint: It's not silver surfers.

User-generated videos (UGVs) tallied 22 billion views in 2007, up 70% over 2006, according to Accustream iMedia Research's "UGV 2005 - 2008: Mania Meets Mainstream" report.

Paul A. Palumbo, research director at Accustream, told eMarketer that the 22 billion views was a worldwide figure. In other words, user-generated videos on US-based Web sites drew 22 billion views from users worldwide.

Accustream said that user-generated videos had an average of 10,695 views in 2007. Crackle.com, which emphasized category expansion and more professional content, had the highest average number of views among the sites measured, with 216,596 per video.

Who is watching all this homegrown video?

Harris Interactive asked US adult Internet users about the types of online video they would like to see more. The supply of UGV was apparently sufficient for most of those surveyed, since it drew the lowest response rates. However, young adults were most likely to want more user-generated video.