With its rapid growth in popularity and easier to use technology, user-generated content is seeing exponential growth, according to an AccuStream industry report. UGC video sites, networks, channels and brands—think YouTube, Break.com, Metacafe, Dailymotion, MySpace and Veoh, among others — generated more than 230 billion domestic US views in 2010, a 146.9% year-to-year increase. Advertisers spent some $426 million in pre-roll ad spend across the user generated content (UGC) segment, AccuStream found.
Combined, amateur and professional UGC video views breached the 302 billion mark in 2010, AccuStream said. “While mainstream advertisers were initially reluctant to buy the segment, media planners have clearly taken notice of the growth in both volume and unique users,” according to the news release.
YouTube’s semi-pro and pro partner channels now account for the majority of views on the site, the researchers note. Music is the most popular content category, accounting for 56% of total views. Music captures the largest sums of pre-roll video ad spend on the site, according to AccuStream.
CPM ad costs across the UGC segment range from the low single digits to $25 or more depending on placement, content area and depth of the library buy, according to AccuStream, with monthly avails totaling 7 billion.