Thursday, July 17, 2008

YouTube: Complete Dominance of UGC

TubeMogul allows content creators to post video clips to multiple sites at once and track aggregate views for the clip across sites.

So in a recent survey of over 200,000 clips and traffic over a 90 day period, YouTube blew every body else away.

The average clip got more views on YouTube in three months (3,092) than on the next eight video sites combined (2,092).

In principle such dominance should translate into meaningful positioning as an ad medium at some point, with one important caveat. Most user generated content is hard, if not impossible, to monetize in that way. Google executives themselves seem to think something on the order of four percent of YouTube's inventory is the primary inventory against which to sell advertising.

Good content is hard to create on a sustained basis.

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