AccuStream Research: '07 Metadata Reveals UGV Interaction Rates across Sites and...

AccuStream Research: '07 Metadata Reveals UGV Interaction Rates across Sites and inside Content Categories

SALINAS, Calif.--(Business Wire)--User Generated Video (UGV) sites generated abundant metadata
adjacent to video views in 2007 that taken in totality, offer a set of
comparable performance yardsticks across sites and surrounding
specific content categories hosted inside these environments.

User Generated Video 2005 - 2008: Metadata Metrics, published by
AccuStream iMedia Research, analyzes UGV interaction rates, focusing
on user comments, videos and views, compiled from hundreds of
thousands of videos.

Total user generated videos published in 2007 topped an estimated
1.2 million, along with 26.5 million related comments.

Average comments per video clocked in at 12.6 incorporating 2007
and previously published videos. The full year comparable in 2006 was
19.5.

The report evaluates each content category on AOLUncut,
Broadcaster.com, Crackle.com, LiveDigital, Metacafe, MySpace TV,
VEOH.com, Vsocial.com, Yahoo Video and YouTube, among others.

"User comments are an indication of content engagement intent and
underlying motivation," remarked Paul A. Palumbo, research director
with AccuStream.

"Comments reflect interactive activity meaningful to brands,
publishers and advertisers, particularly as a community's conversation
about video becomes intrinsic to CPM value. Video is visual, and
visceral."

For example, MySpace TV's library, boosted by its emphasis on
semi-professional and professional content, averaged 36.9 comments per
video throughout 2007. Metacafe's library generated an average of
32.3, followed by YouTube at 25.4.

The report examines views, number of videos and comments that
yield comparable metrics across video categories, going back as far as
2003.

UGV utilize older videos to increase cumulative views in current
publishing periods while newer videos are groomed and rotated into
featured areas.

The analysis suggests promotional or advertising content can
similarly be customized to solicit specific types of user engagement.

Media planners and site brand managers can use metadata
performance knowledge to better shape campaign uniqueness and reach
desired goals as they incorporate exposure and purchase triggers into
message design.

"This is a circular media environment. Users are in multiple
points inside the experience. They can start the conversation and they
can react to it. This social currency becomes relevant when valuing
interactivity attached to UGV content."

AccuStream iMedia Research (http://www.accustreamresearch.com)
publishes research on Internet audio, video, advertising, streaming
media subscriptions, UGV, download media and CDN telecom.

AccuStream iMedia Research
Paul A. Palumbo, 831-757-2556
ppalumbo@accustreamresearch.com

Copyright Business Wire 2008