Digital video viewing hit over 500 billion views in 2012
Michelle Clancy | 24-04-2013

Digital video viewing occurring across professional, user-generated content (UGC) and social networking channels cleared the 511 billion-view mark in 2012, a 20.3% annual increase, according to AccuStream Research.

Professionally produced, hosted and managed video advanced 17.9% to 104.4 billion views, while UGC/social networking channels, which are increasingly populated with pro and semi-pro publisher branded channels, saw total volume rise 21% to 406.8 billion.

The research firm's analysis also found that mobile, tablet and connected device-related views averaged 13.2% across the professional realm of sites, while UGC, led by YouTube's channelized and thematic content ecosystem tallied an estimated 22.2% mobile total.

"Whereas growth rates across digital video channels are synching as they converge, audience viewing patterns surrounding self-selected, personal preference programming also diverge," the firm said.

The report indicated that TV everywhere and branded sites (defined as professionally managed sites publishing episodic programming content published by broadcasters, cable networks and syndication partners) captured a 22.5% cumulative viewing share, up from 8.3% in 2006.

Pro site audiences, which outnumber their UGC brethren by a wide margin, are opting to click and then lean back, and those longer programme selections are being monetised against greater allocation of in-stream video inventory. Movie and television content combined accounted for 30% of total views launched in 2012.

UGC counterparts are short-form specialists, however, and averaged 84.4 views per site per month per user, up 4.4% for the year. "There, audience appetite for music, comedy and entertainment video is predominate, and consumption patterns stimulated by lean forward search, discovery, sharing, snacking and library grazing activity," AccuStream found.