Digital Video Monetization 2012 – 2015: Advertising, Download and Subscription Revenues

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Date: 5-Feb-2013
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Digital Video Monetization Marketplace Spools Out $12.5 Bil. In ’12 Revenue

Digital video advertisers and virtual storefront merchandizers presided over a collective marketplace worth $12.55 billion in 2012, bookending a nine-year CAGR run of 56.6%, as quantified by a multi-disciplinary sector analytics report produced by AccuStream Research.

The report, Digital Video Monetization 2012 – 2015: Advertising, Download and Subscription Revenues delivers an extensive, data-rich, service and publisher-driven portrait of the market’s emergence through 2012, with detailed annual analysis of an eight-year transformation from what was a $347 million media business blip in 2004 to the essential exploitation window of today.

This report’s contents include digital video media spend analyses by format and environment (pre/mid/post roll, in-page, online, VOD, social, mobile, professional and UGC), and by brand, site, technology platform and ad network.

In-stream insertion frequencies, total inventory, CPMs and sellout rates by site, network and aggregator are integral components supporting this segment’s valuation models and forecasts.

When paired with virtual storefront video receipts, amplified by the number of downloads, subscribers, billing models, pricing and transactions by type or service category (i.e. movies, television, sports and entertainment), this report is a comprehensive market view, peering into brands, solutions, platforms and revenues generated across this vital, monetizing ecosystem.

The market is forecast to grow by 35.2% in 2013 and by double-digits through 2015, with video advertising projected to maintain a 60+% share of total ecosystem’s total value. The video advertising segment has led overall market’s expansion since 2005.

Movie/television subscription streaming services (i.e. Netflix and Hulu Plus), download and digital PPV storefronts (represented by Amazon Instant Video, iTunes Video, CinemaNow, Xbox Live, Sony Video Unlimited and Wal-Mart, among others), produced a nine-year CAGR of 106.5%, compared to a total paid segment revenues that increased at a CAGR of 50.1%.

However, the ecosystem’s video advertising engine grew at a 62% CAGR comparable over the same timeframe. The entire digital video advertising and paid video content services marketplace is on track to double in size and revenue by year-end 2015, when compared to return realized in 2012.

AccuStream Research produces investor grade sector reports covering digital video, audio, subscription media services, in-stream and digital video advertising, video advertising networks, mobile advertising networks, CDN and integrated video platforms.

Digital Video Monetization 2012 – 2015: Advertising, Download and Subscription Revenues

Table Of Contents

Executive Summary 1
Digital Video Advertisers and Virtual Merchandizers 2012: Churning Out a Nine-Year CAGR of 56.6% 1
Digital Video Monetization: Presiding Over a $12.5 Billion Advertiser and Virtual Storefront Market in 2012 1
Digital Video Total Market Monetization: 2004 - 2015 2
The Total Digital Video Monetization Market has Grown at a Nine-Year CAGR of 56.6% 3
Nine-Year CAGR Analysis: Digital Video Market Segments 2004 - 2012 4
Digital Video Market Monetization: Share Analysis 2004- 2015 5

Section One 6
Digital Video Advertisers and Virtual Merchandizers 2012: Combined Markets Churning Out a Nine-Year CAGR of 56.6% 6
Digital Video Monetization: Presiding Over a $12.5 Billion Advertiser and Virtual Storefront Market in 2012 6
Digital Video Market Monetization: 2004 - 2015 6
Digital Video Advertising and Virtual Storefront Markets Forecast to Grow by 35.2% in 2013 8
In-Stream and Digital Video Media Spend: 2004 - 2015 10
Digital Video Subscription and Download Revenue: 2004 - 2015 12
Digital Video Advertising Captured a 61% Share of the Total Market in 2012 14
Digital Video Market Monetization: Advertising and Subscription Revenue 2004 - 2015 15
The Total Digital Video Monetization Market has Grown at a Nine-Year CAGR of 56.6% 17
CAGR Trending Data Indicates Digital Video Advertising Will Continue to Lead in Monetization Share 19
Digital Video Market Monetization Share: 2004 - 2015 20

Section Two 24
Digital Video Subscription, Streaming, Download Storefronts and Services Frame a $4.9 Billion market in 2012 24
Digital Video Subscription and Download Revenue by Content Vertical: 2004 - 2012 26
I Digital Movies and Television: a Prominent Presence in 2012 with More Monetization Growth Ahead 28
Digital Video Subscription and Download Monetization Market Forecast at 33.8% Growth in 2013 33
Digital Video Subscription and Download Revenue by Content Vertical: 2004 - 2015 33
Digital Video Subscription and Download Revenue Share by Content Vertical: 2004-2015 34
Digital Video Sports Subscriptions Totaled $175.1 Million in 2012 35
Sports Digital Video Subscription Revenue: 2004 - 2012 36
Digital Movie and Television Paid Receipts Total $4.7 Billion in 2012 38
Movie/Television Subscription and Download Market Revenue: 2004 - 2012 38
Real Networks' Subscription Service Earned $33.56 Million in 2012 40
Video Entertainment Subscription and Download Market Revenue: 2004 - 2012 41
Video News Subscription Offerings Exited the Market in 2008 44
Video News Subscription Services Market Revenue: 2004 - 2007 44
Subscription Video Sports and Entertainment Services Dominated the Market in 2004 46
Video Subscription Streaming Download Movie Services: 2004 by Merchant and Store 46
Video Streaming and Subscription Revenue: 2004 50
Subscription Video Sports and Entertainment Services Paced the Market Again in 2005 52
Video Subscription, Streaming and Download Merchants and Services 52
Digital Movies and Television Services Harvest a 36% Share of the Market in 2006 58
Video Streaming and Subscription Media and Download 2006 58
Digital Movie and Television Services Continue to Expand and Capture Revenue Share in 2007 64
Video Subscription, Streaming Media and Download Services 2007 64
The Subscription and Download Video Market Worth $567 Million in 2008 70
The Paid Digital Video Monetization Market Doubles in 2009 to $1.28 Billion 76
Video Subscription, Streaming Media Sites and Download Services 2009 76
Digital Video Movie and Television Receipts Total $2 Billion in 2010 82
Video Subscription, Streaming Media Sites and Download Services 2010 82
Digital Movie and Television Subscription and Download Revenues Surpass $3.3 Billion in 2011 87
Video Subscription, Streaming Media Sites and Download Services 2011 87
Digital Movies and Television Paid Receipts Breeze Past $4.7 Billion in 2012 92
Video Subscription, Streaming Media Sites and Download Services 2012 92

Section Three 97
In-Stream and Digital Video Advertising Expands to a $7.6 Billion Market in 2012 97
Pre/Mid/Post-Roll Advertising Insertion Frequency Uptick Powers Inventory Increase 97
Expanding Digital Video Device Content Access Points Are Monetization Doorways Against Which Increase the Scale of Media Buys; Multi-Avail Ad Pods Map With Broadcast TV 97
In-Stream and Digital Video Media Spend: 2003 - 2015 98
In-Stream and Digital Video Media Spend by Platform and Format: 2003 - 2015 100
Twin Pillars of Digital Video Monetization: In-Page and In-Stream Video Media Spend Support 86.7% of the 2012 Total Market 104
In-Stream and Digital Video Media Spend Share by Platform and Format: 2003 - 2015 105
Mobile Video Advertising: Platform R & D Investment Provide the Tech Foundation for Sustained Media Spend Growth 106
In-Stream and Digital Video Inventory and Media Spend Analysis Summaries by Segment and Format 109
In-Page Video Impressions and Media Spend: 2003 - 2015 110
In-Stream Video: Pre/Mid/Post-Roll Inventory is Expanding 112
Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 - 2015 113
Video Ad Networks Capture 21.4% of Total In-Stream Media Spend in 2012 114
Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 - 2015 115
YouTube In-Stream Monetization Strategy Aimed at Enthusiast, Niche Demographic Segments 117
YouTube's Tech, Gaming, Beauty & Fashion Partner Channels Have Higher In-Stream Insertion Frequencies, Lower Allocation of Skippable Inventory 119
YouTube Video Advertising Inventory Analysis 2012: Partner Channels 120
2009/2010 In-Stream Inventory Spikes Directly Tied to YouTube Monetization Efforts 121
In-Page and In-Stream Video Inventory Growth: 2003 - 2015 121
YouTube Video Category Analysis and Pre Roll Video Inventory Allocation: 2010 124
In-Stream Media Spend Continues to Increase Share 125
In-Page and In-Stream Video Media Spend Totals and Comparison: 2003 - 2015 125
Mobile Video Media Spend Jumps by 235.8% in 2012 128
Mobile Video Media Spend: 2009 - 2015 128
Overlay Media Spend Clicks to $228 Million in 2012 130
Video Overlay Impressions and Media Spend: 2008 - 2015 130
Social Video Media Spend Increases 112.1% in 2012 132
Social Video Media Spend: 2008 - 2015 132
OTT/VOD Media Spend Up by 160% in 2012 134
VOD Advertising/Over-The-Top Media Spend: 2008 - 2015 134
In-Stream Video: Pre, Mid, Post-Roll and In-Screen Overlay Analysis 136
Pre/Mid/Post-Roll Inventory and Media Spend: Consistent Double-Digit Growth 2003-2012 136
Mid-Roll Inventory Increased Significantly in 2012: In-Stream and Digital Video Media Spend Up by 63% 140
Pre/Mid/Post-Roll Inventory and Media Spend: 2003 - 2015 141
Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 - 2015 143
The In-Stream Media Market has Been Characterized by Double-Digit Inventory and Media Spend Growth Over the Period 2003 - 2012 144
Pre/Mid/Post-Roll Inventory and Media Spend Growth Comparison 145
In-Stream CPM and Video Inventory Pricing Shifts: 2007 - 2012 147
Inventory Pricing Models/CPMs by Format/Execution: 2007- 2012 Summary Average Annual Comparison 147
Video Ad Insertion Frequency Increases Considerably in 2012 148
Pre/Mid/Post-Roll Inventory Insertion Ratios 148
Video Ad Insertion Frequency Analysis Including YouTube Inventory: 2012 150
Pre/Mid/Post-Roll Inventory Insertion Ratios 150
The Evolution and Maturation of YouTube In-Stream Advertising: 2009 - 2012 152
YouTube Video Advertising Inventory Analysis 2012 153
YouTube In-Stream Media Spend at $302 Million in 2012 154
YouTube Video Advertising Inventory Analysis 2012 154
In-Stream Inventory, Insertion Ratios, Formats, CPMs, Sell-Out Rates, Media Spend and Spot Length Analysis 2012: a Complete Market Analysis by Site 156
In-Stream Video Advertising Inventory, Sales, CPM and Media Spend Analysis: 2012 (Full-Year Estimates) 156
Video Advertising Networks Generate 21.4% of In-Stream Spend in 2012 161
Pre/Mid/Post-Roll Media Sales: In-House vs. Ad Networks 161
Pre/Mid/Post-Roll Video Inventory and Media Spend: 2003 - 2015 163
Overlay Impressions Double in 2012 164
Video Overlay Impressions and Media Spend: 2008 - 2015 164
Overlay Media Spend Captures 3% of the In-Stream and Digital Video Advertising Market in 2012 167
In-Stream and Digital Video Media Spend Share by Platform and Format: 2003 - 2015 167
In-Page/In-Banner Video Inventory and Media Spend Analytics: Inventory and Media Spend Growth Align 168
Impressions Rise by 35.4%; Media Spend Tracks in at 36.8% in 2012 168
In-Page Video Impressions and Media Spend: 2003 - 2015 169
In-Page and In-Stream Video Inventory Growth: 2003 - 2015 174
Pre/Mid/Post-Roll Inventory Expansion Closing the Media Spend Gap with In-Page Video 176
In-Page and In-Stream Video Media Spend Totals and Comparison: 2003 - 2015 176
Emerging Platforms: Mobile, Social, OTT/VOD Video Inventory and Media Spend Analytics 180
Emerging Platforms and Market Segments Capture 10.3% of In-Stream and Digital Video Media Spend in 2012 180
In-Stream and Digital Video Media Spend Share by Platform and Format: 2003 - 2015 182
Mobile Video Media Spend Jumps 235% in 2012 183
Mobile Video Media Spend: 2009 - 2015 183
Filled Mobile Video Impressions Rose by 215% in 2012 185
Mobile Video Advertising Networks and Ad Clearing Platforms: Fill Rates 2009 - 2012 186
YouTube Deploys Trueview Technology Against Mobile Video Viewing 187
High Production Value In-Stream Video Advertising Well Integrated Into the YouTube App Suggests Lower Skip Rates 187
YouTube Mobile Inventory and Media Spend by Content Channel: 2012 188
Mobile Video Advertising Captures 4.6% of In-Stream/In-Page Media Spend in 2012 189
In-Page, In-Stream and Mobile Video Media Spend Totals: 2003 - 2015 191
PC and Mobile Pre/Mid/Post-Roll Inventory and Media Spend Growth Comparison 192
Social/Click-To-View/Viral Video Advertising: Media Spend Doubles in 2012 193
Social Video Media Spend: 2008 - 2015 193
Social Video Advertising Networks and Platforms: Media Spend 2008 - 2012 194
OTT/VOD: Limited Inventory, High Demand and Rich CPMs 195
VOD Advertising/Over-The-Top Media Spend: 2008 - 2015 195
Over-The-Top Video Advertising: Media Spend Analysis 2011 - 2012 197

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