Tuesday, July 15, 2008

So Much for UGC Advertising

Would-be film makers hoping to make a little money creating content and posting that content on video sites will do exactly that" generate a little money.

Though user-generated video will continue to account for close to half of total online video streams between 2008 and 2013, UGC content will produce no more than four percent of ad-related online video revenue at any time during this period, according to The Diffusion Group.

In fact, UGV mostly will be an indirect way of drawing more viewers to professional online video sites capable of generating sustainable ad-related revenue, TDG says.

According to Mugs Buckley, UGV currently accounts for 42 percent of online video streams, yet generates less than four percent of video ad-related revenue. Conversely, professional online video (including both short-clip and long-form content) accounts for 58 percent of streams and 96 percent of ad-related revenue, a reality unlikely to change over the next five years.

So much for the unrealistic hope that amateurs are going to reshape the content business.

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