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BizReport : Research : January 22, 2008
Professional online videos attract more comments
A new report by Accustream iMedia Research has found that semi-professional and professional online video content attracts more viewer comments that amateur offerings.
An estimated 1.2 million user-generated videos were published online in 2007, according to Accustream iMedia Research's "User Generated Video 2005-2008: Metadata Metrics" report. Those videos attracted over 26 million comments, averaging 12.6 comments per video.
However, the report found that semi-professional and professional videos were increasingly present in user-generated video environments, such as MySpace TV where semi-professional content accounted for 47.5 percent of videos. This semi-professional and professional content attracted more viewer comments than amateur content.
Accustream found that while YouTube averaged 25.4 comments per video and Metacafe 32.3, MySpaceTV content averaged 36.9 comments per video.
“User comments are an indication of content engagement intent and underlying motivation,” said Paul 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.”
The report findings also forecast an increase in the online user-generated video market of 54 percent in 2008 and a total of 34 billion views.
Tags: online video, user-generated content, user-generated video
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