Short-form Video: Beyond User Generated Content Image

Short-form Video: Beyond User Generated Content

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Video viewing behavior continues to evolve as services and devices beyond the television vie for consumers’ attention. What largely started as user-generated content (UGC) has, within the past decade, drastically altered the video landscape and irrevocably changed how younger generations perceived content and services. Despite these changes, the presence of online video has not brought about the collapse of the pay-TV industry as some have feared, nor has it diminished the value of premium content. In fact the avenues and channels to find said content have and will continue to expand in the coming years. What this content looks like, however, has undergone some seismic changes that coincide with the evolving viewing landscape.

This research analysis takes a closer look at the market conditions and revenue opportunity for short-form video in the context of the greater online video space. Short-form video in particular is transitioning from short clips of broadcast content (intended for sharing) and UGC to higher-quality tiers and increasingly into segments for premium content. Short-form video is being used by advertisers and companies in brand campaigns and among content holders to increase viewer engagement. A new generation of talent is also being showcased on sites like YouTube and represented by multi-channel networks (MCNs) to help monetize these efforts. As the landscape shifts content holders, pay-TV operators, and broadcasters are working to address the changing needs of the consumer while maintaining high engagement levels to remain relevant in tomorrow’s video markets.

Table of Contents

  • 1. VALUE OF SHORT-FORM VIDEO
    • 1.1. Content Sharing, "Fame," and Diminishing Attention Spans
    • 1.2. The Right Content Length at the Right Time
  • 2. IMPACT
    • 2.1. Multichannel Networks (MCNs)
    • 2.2. Social Networking, Search, and Gaming
      • 2.2.1. Impact of Social
      • 2.2.2. Redefining Search
      • 2.2.3. Video Game Videos
  • 3. WINNERS AND LOSERS
    • 3.1. Total Online Video Market

Tables

  1. Short-form Video Ad Revenue by Region, World Markets, Forecast: 2013 to 2019
  2. Online Video Market by Region and Type of Video, World Markets, Forecast: 2013 to 2019
  3. Online Videos Served (Percentage by Online Video Type), World Markets, Forecast: 2010 to 2019
  4. Short-form Video Ad Revenue Market Share by Service, World Markets, 2013
  5. Total Online Video Market by Region and Business Model, World Markets, Forecast: 2013 to 2019
  6. Fixed Broadband Subscribers, World Market, Forecast: 2010 to 2019
  7. Online Viewers and Videos Viewed by Category, World Markets, Forecast: 2010 to 2019

Charts

  1. Short-form Video Ad Revenue Market Share by Service , World Markets, 2013

Figures

  1. Video Viewing Over the Past Decade