Summary
Salinas, Calif. Video applications, CMS platforms and CDN services connecting the online video value chain are forecast to grow revenue at a combined 25.3% rate in 2009 to $1.3 billion, increasing 26.4% in 2010.
Sustained growth is attributable to market expansion in video applications comprising CMS and indexing, building on forecast double-digit increases in CDN and video advertising network revenue according to our research report.
The report, Online Video Value Chain: CDN, CMS, Ad Network and Indexing Revenue 2010 is a comprehensive, four-year analysis of video market value generated by each segment and firm, calculated against total accounts, MRR, account growth trajectories, content specialization and business models.
The research report condenses extensive comparative historical and forecast online video utilization and monetization data underlying prerequisite provisioning investments.
Value chain forecasts bring together multiple databases including total video views, CDN (video contract revenue and comparative analysis of total CDN revenue), video CMS platforms (accounts, pricing and revenue), video advertising network revenue by provider and specialty (pre-roll, in-banner, overlay and search), and video indexing/metadata applications.
CDN and video advertising networks are economic pillars of the online video value chain, combining for an estimated 86.2% share of total market revenue in 2009.
Video CMS is forecast at a 10.5% share in 2009 and video indexing at 3.4%. Video advertising network revenue (associated with video placements) grew by 76.6% in 2008 and forecast to increase by another 35.1% in 2009, and incorporates video advertising platforms such as Eyewonder, Eyeblaster, Pointroll and DoubleClick.
Video CMS platform revenue and forecasts include Brightcove, thePlatform, Move Networks, Vusion and others. Video indexing revenue contains solutions providers from Auditude to Delve Networks, DigitalSmiths and vMix.
"The online video value chain links a diverse and vibrant set of indispensable applications enabling brand extension across multiple screens with an expanding supply of high production value content,"commented our research director.
"Increased publisher margins correspond to efficiencies gleaned from video applications that advance market value by tightly calibrating content investment strategies to improved reach, exploitation and standardization, making brand performance more predictable."
Table of Contents
SECTION ONE 4
ONLINE VIDEO VALUE CHAIN FORECAST AT $1.3 BILLION IN'09 4
ONLINE VIDEO VALUE CHAIN 2006-2010: CDN, AD NETWORK, CMS PLATFORM 4
CDN and Video advertising networks make up a combined 86.2% share in 2009 6
ONLINE VIDEO VALUE CHAIN 2006-2010: CDN, AD NETWORK, CMS PLATFORM 6
CDN and Video CMS segments are slower-growth segments 7
ONLINE VIDEO VALUE CHAIN SEGMENT GROWTH RATE COMPARISION 7
CDN is forecast at 14% growth in 2009 8
MEDIA AND ENTERTAINMENT PERCENT CDN REVENUE: 2006-2010 10
Revenue accruing to video advertising networks has been growing at double-digit rates 10
VIDEO CMS PLATFORM REVENUE: 2006-2010 11
VIDEO CMS AND INDEXING PLATFORMS: 2007-2010 12
SECTION TWO 13
CDN DELIVERY SERVICES MARKET SIZE AND GROWTH PROFILE: 2008-2009 13
Retail market comparisons: Online audio, video, streaming, progressive download and download media 14
CDN WORLDWIDE AND U.S. MARKET SIZE: 2006-2009 15
BANDWIDTH PROVISIONING COMPARISION BY CONTENT VERTICAL: 2008 24
CDN BANDWIDTH SERVICES CATEGORY SHARE: 2008 YEAR END ESTIMATE 28
CDN Operational and Revenue Performance Analytics 33
CDN revenue growth averaged 29% in 2008 33
The corresponding average growth rate was 54.5% in 2007 and 64.8% in 2006 33
CDN revenue is forecast to increase by 13.9% in 2009 to $1.3 billion 33
CDN MARKET REVENUE ANALYSIS: 2003-2009 33
SECTION THREE 53
ONLINE VIDEO ADVERTISING NETWORKS TERMINOLOGY 54
VIDEO ADVERTISING NETWORK MEDIA BUYING TRENDS: 2009 57
Growth in 3rd party ad network sales (pre-roll) forecast through 2010 61
VIDEO AD NETWORK GROSS BILLINGS: 2007-2010 62
VIDEO ADVERTISING NETWORK GROSS BILLINGS ANALYSIS BY VERTICAL: 2007-2010 63
VIDEO ADVERTISING NETWORK GROSS BILLINGS SHARE BY VERTICAL: 2007-2010 64
VIDEO ADVERTISING NETWORK REVENUE SUMMARY 65
VIDEO ADVERTISING NETWORK REVENUE PERFORMANCE: 2007-2010 66
SECTION FOUR 69
Video CMS platforms generated an estimated $110.6 million in 2008 70
VIDEO CMS PLATFORM REVENUE: 2007-2010 70
VIDEO CMS PLATFORMS AND MEDIA PLAYERS: REVENUE 2007-2010 72
VIDEO CMS PLATFORMS TARGETING SMALL TO MEDIUM ACCOUNTS: 2007-2010 74
Q & A 75
BRIGHTCOVE 75
IOKO 79
KICKAPPS 82
MOVE NETWORKS 86
REALITY DIGITAL 90
THE FEEDROOM 95
thePLATFORM 99
VISIBLE MEASURES 105
VUSION 112
SECTION FIVE 114
Video indexing market trends: Client prospecting via the rolodex, focus on automation 114
Video indexing segment worth $18.8 million in 2008, forecast to grow 134.9% in 2009 115
VIDEO CMS AND INDEXING PLATFORMS: 2007-2010 115
Video indexing to lead video CMS segment in growth 2009-2010 117
Q & A 118
AFFINE SYSTEMS 118
AUDITUDE 122
DELVE NETWORKS 128
DIGITALSMITHS 132
EVERYZING 137
vMIX 142
