Online and Mobile Video Value Chain 2012 - 2014
AccuStream iMedia Research, January 2012, Pages: 572
Online and Mobile Video Value Chain Sectors Up 45%; Mine $4.3 Billion in 2011 Revenue
The online and mobile video value chain (comprising CDN, integrated video platforms, full service advertising networks, ad serving platforms, auctions and exchanges) produced a combined $4.3 billion in top line revenue in 2011, an increase of 45% over 2010.
Double-digit growth across all value chain sectors shows revenue increasing 30+% annually, yielding a $10 billion market by 2014. This is a nusiness sector and market analytics-driven multi-disciplinary report that packages extensive online video and mobile media market research produced by AccuStream Research.
Each value chain sector is analyzed by number of accounts, fill rates, gross ad billings, impressions delivered or cleared (by format and region of the world), detailed business model analytics, publisher payout percentages, core competencies, participation formulae, revenue (historical, current and forecast), global reach, market share, R & D initiatives, competitive threats and strategic positioning initiatives.
Compelling exit multiples surrounding recent acquisitions coincide with an ongoing influx of venture money backing both existing and new entrants, an indicator of the moneymaking appeal typified by these market positions.
Detailed company and sector analytics are augmented by in-depth Q & A's with market leaders Akamai, Limelight Networks, Internap, Level 3, Mirror Image, CDNetworks, Brightcove, thePlatform, Kaltura, Ooyala, DigitalSmiths, Auditude, RAMP, Tremor Video, SpotXchange, Adap.tv, TidalTV, Eyewonder, Pointroll, MediaMind, YuMe, Specific Media, Blinkx, Audience Science, TubeMogul, Millennial Media, JumpTap, Mobclix, Rhythm NewMedia, Smaato, Anvato, Origin Digital, Encoding.com and Sorensen Media to name a few.
Video advertising network specialists captured 40.6% of value chain revenue in 2011, followed by media and entertainment CDN (representing 49.7% of total CDN) at 26.8%, video platforms and related solutions taking 19.7% and mobile advertising networks 12.8%.
Mobile advertising networks are forecast to own 18.5% of the media value chain by 2014, including media and non-media CDN at 31.4%, video ad networks (all format executions) holding 34.9%, media and video platforms 15.2%.
EXECUTIVE SUMMARY
The Online and Mobile Media Value Chain Delivers 45% Growth in 2011; 30+%
Annual Growth Forecast through 2014
Online and Mobile Media Value Chain 2006 - 2014: CDN, Video Ad Networks, Video and Media Platforms, Mobile Ad Networks
Online and Mobile Video Value Chain Valued at $3.4 Billion in 2011, Up 57.4% Over 2010
Video Value Chain Total Revenue: 2006 – 2011
Video Advertising Networks Surpassed Video CDN Revenue in 2009; Mobile Video
Ad Networks Now Own a Double-Digit Share of the Market
Video Value Chain 2006 - 2011: Video CDN, Ad Networks and Platforms
SECTION ONE
The Online and Mobile Media Value Chain Delivers 45% Growth in 2011; 30+%
Annual Growth Forecast through 2014
Online and Mobile Media Value Chain: 2006 - 2014
Online and Mobile Video Value Chain Valued at $3.4 Billion in 2011, Up 57.4% Over 2010
Media and Entertainment Percent CDN Revenue: 2006 - 2011
Video Value Chain 2006 - 2011: CDNs, Ad Networks, Auctions, Exchanges and Integrated Platforms
The Video Value Chain Grew by 57.4% In 2011, Following an 81.2% Jump in 2010
Video Advertising Networks Surpassed Video CDN Revenue in 2009; Mobile Video
Ad Networks now own a Double-Digit Share of the Market
Video Value Chain 2006 - 2011: Video CDN, Ad Networks and Platforms
Comparative Market Share Analysis of CDN, Integrated Media Platforms, Mobile, Online
and Cross Platform Advertising Networks, Platforms and Exchanges 2006 - 2014
Online and Mobile Media Value Chain: 2006 - 2014
CDN and Integrated Video Platform Business Analytics and Customer Account
Comparison: 2010 –2011
CDN and Video Platform Accounts: 2010 - 2011
CDN and Video Platform MRR and Unique Account Growth Comparison 2009 –2011
Account Growth: CDN and Video Platforms 2009 - 2011
CDN Revenue Rose by 17.7% in 2011, Video Platform and Services Revenue by 72%
CDN Market Value 2006 - 2014 (Retail Accounts Only)
Video Platform Gross Revenue: 2006 - 2011
Mobile and Online Video Ad Network Comparative Gross Billings Analytics: 2009–2011
Gross Media Spend: Mobile Video Ad Networks and Exchanges Vs. Online and
Cross-Platform Video Ad Networks and Exchanges
Mobile Video Ad Networks, Auctions, Exchanges and Real Time Bidding
Environments Gaining Market Share
Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Analysis
Mobile Video Ad Network Revenue Growth Outpacing Online Counterparts
Mobile Video and Online Video Ad Networks, Serving Platforms and Exchanges 2009 - 2013: Net Revenue Growth Profile
Online Video Ad Networks Clear $5.4 Billion in Gross Media Spend in 2011
Gross Video Media Spend: Mobile Ad Networks and Exchanges vs. Online and
Cross-Platform Ad Networks and Exchanges
Online Video Ad Networks Earn $1.4 Billion in Top Line Revenue in 2011, Global
Mobile Ad Networks $575 Million
Video Advertising Network and Platform Revenue 2006 - 2011
Video Ad Networks, Serving Solutions, Exchanges and Platforms: Net Revenue 2007 - 2014
Global Mobile Ad Network Net Revenue: 2009 - 2014
SECTION TWO
CDN Sector Analysis
CDN Terminology Definitions
Introduction and 2011-2014 Overview
CDN Sector Embraces a Phase of Re-Invention, Re-Positioning and Business Transformation
CDN Market Performance Dynamics and Business Trends 2011 – 2014
CDN Revenue, Market Share, Account Growth and Cap Ex Analytics
CDN Annual Accounts: 2005 - 2011
CDN Account Share: 2010 - 2011
CDN Revenue 2010 - 2011
CDN Cap Ex Investment: 2007 – 2011
CDN Market Revenue Analysis: 2003 - 2014
CDN Monthly Recurring Revenue Analysis: 2005 – 2011
Media and Entertainment Percent CDN Revenue: 2006 – 2011
CDN Market Pricing, Discounting and Streaming Media Encode Rates
CDN Revenues Estimated at $1.86 Billion in 2011, 65.6% of the Global Total
Global CDN Market Value (Delivered by Domestic Vs. International CDNs)
CDN Revenue Growth Rates Historically Accelerate through the Year
CDN Revenue 2010 - 2011
Retail Contracts Continue to Grow at Double-Digit Rates
CDN Annual Accounts: 2005 - 2011
The Differential Between Account Growth and Revenue Growth is Narrowing as
Value Add Solutions Contribute to the Top Line
CDN Revenue and Account Growth Rates: 2006 - 2011
CDN MRR Averages $9,210 in 2011
CDN Monthly Recurring Revenue Analysis: 2005 – 2011
Entertainment and Media Accounted for 49.7% CDN Revenue in 2011
Entertainment Media Revenue Share of CDN Market: 2006 - 2011
Media and Entertainment CDN Contract Value Closing in On $1 Billion in 2011
Total Media and Entertainment CDN Contract Value: 2006 - 2011
CDN Sever Deployments Increased by 30% in 2011
CDN Media Server Deployment: 2005 - 2011
2011 Cap Ex Investment Estimated at a 72% Increase over 2010
CDN Cap Ex Investment: 2007 - 2011
Server Deployment Growth Rates are Consistently Higher than Account Growth Rates
Cap Ex Analysis: Server Deployments and Account Growth
U.S.-Based CDNs Captures 65.6% of Global Revenue in 2011
CDN Global Market Value Comparison: 2006 - 2011
Commercial Market Value for Audio and Delivery Estimated at $1.1 Billion in 2011
Commercial Bandwidth Market Value: Audio/Video 2006 - 2011
Professional Video Remains the Largest CDN and Commercial Market Value
Content Vertical
Streaming/HTTP Content Category Share: Commercial Market Value 2006 - 2011
CDN Bandwidth Services Category Share: 2010
CDN Bandwidth Services Category Share: 2011
CDN Bandwidth Costs, Contract and Cogs Analysis: 2006 - 2011
Retail Contract Pricing for Bandwidth Exhibited a Slower Rate of Decline in 2
Compared to 2010 and 2009
Retail Contract Pricing: 2006 - 2011
Retail Contract Pricing: 2006 - 2011
Pricing Declines for Retail Contracts are in Equilibrium with Those Seen in the
Wholesale Business in 2011
Annual Pricing Comparison: Retail Versus Transit 2006 - 2011
Q & A's
3CROWD TECHNOLOGIES
ALCATEL-LUCENT
BITGRAVITY
CACHEFLY
CDNETWORKS
COTENDO
DACAST
EDGECAST
HIGHWINDS
INTERNAP
LEVEL 3
LIMELIGHT NETWORKS
LIQUID WEB
MIRROR IMAGE
PANDO NETWORKS
WOWZA MEDIA SYSTEMS
SECTION THREE
Video Platforms, Content Management Solutions, Encoding and Media Transformation
Specialists
Video Platform and Services Terminology Definitions
Video Platform Business and Competitive Environment 2011 - 2012
Rapid Advances in Platform Sophistication; Market Position Evolution
Billing Models 2011 - 2012
Billing Models Can Include the Following Component:
Account Diversity
Geographical Dispersion of Accounts
Sector Valuation Models: Takeout Multiples Compelling
Kit Digital Acquisitions and Deal Analytics: 2010 - 2011
Integrated Video Optimization Solutions and Platforms: 2011 Revenue Ranking
Solution Provider Market Positions and Core Competencies 2011 – 2012
Integrated Video Optimization Solutions and Platforms: Market Positions and Solution
Segments
Business Model Analysis: 2010 - 2012
Integrated Video Optimization Solutions and Platforms: Business and Billing Model Comparison 2010 - 2012
MRR Comparison: 2010 vs. 2011
Integrated Video Optimization Solution MRR Comparison: 2010 Vs. 2011 (Est.)
75% of 2010 Sector Revenue Was Based On Annual Contract Fees, MRR, Licensing
and Integration
Integrated Video Optimization Solutions and Platforms: 2010 Revenue and MRR
Analysis
82% of Top Line 2011 Revenue Forecast to Be Billed Against MRR, Licensing,
Integration and Usagefees
Integrated Video Optimization Solutions and Platforms: 2011 MRR Analysis
Account Acquisition Growth: 2009 – 2011
Account Growth Fundamentals
Integrated Video Optimization Solution Account Growth: 2009 - 2011
Account Growth at Double and Triple-Digit Rates Over the Past 12 Months
Integrated Video Optimization Solutions and Platforms: Account Growth Comparative
Analysis 2010 - 2011
Integrated Video Optimization Solutions Sector Revenue Analytics 2011 - 2014
Integrated Video Optimization Solutions and Platforms: 2007 - 2014
Integrated Video Optimization Solutions: Revenue and Growth Rates 2007- 2014
Integrated Video Optimization Solutions: Segment Revenue Comparison: 2007 – 2
Mobile and Multi-Screen Distribution, Larger and Higher Bit Rate Source Files
Expected to Increase Encoding/Processing Share to 16% by 2014
Integrated Video Optimization Solutions: Segment Share Comparison: 2007 - 2014
Kit Digital, Brightcove Capture 29.2% of Sector Revenue in 2010
Integrated Video Optimization Solutions and Platforms: 2010 Revenue Ranking
Kit Digital, Brightcove, Ooyala and thePlatform Forecast to Capture 51.9% of Sector
Revenue in 2011
Integrated Video Optimization Solutions and Platforms: 2011 Revenue Ranking
Q & A's
BRIGHTCOVE
KALTURA
LIMELIGHT VIDEO PLATFORM
MOBITV
MOVENETWORKS
OOYALA
REALITY DIGITAL
thePLATFORM
VBRICK
VIDEOPUBLISHING
INDEXING and CONTENT MANAGEMENT Q & A's
AUDITUDE
BAY TSP
DIGITALSMITHS
RAMP
ENCODING, TRANSCODING and MEDIA TRANSFORMATION Q & A's
ANVATO
ENCODING.COM
ORIGIN DIGITAL
SORENSON MEDIA
SECTION FOUR
Online Video Advertising Networks, Ad Serving Platforms, Auctions and Exchanges
Video Advertising Networks, Platforms, Auctions and Exchanges Terminology
Definitions
Video Advertising Networks, Ad Serving Platforms, Auctions and Exchanges:Market
Overview 2011 - 2012
Video Advertising Networks, Ad Serving and Media Clearing Platform Environments
Encompass the Following Broad Solutions Categories
Video Advertising Networks and Platforms: Macro Market Growth Catalysts and
Solutions Provider Business Engagement Focus
Digital Video Media Spend: Continued Double-Digit Growth through 2014
Digital Video Media Spend Growth by Platform and Format: 2003 - 2014
Digital Video Spend Share Analysis: 2008 - 2012
In-Page Video Media Spend Will Remain the Most Utilized Format through 2
In-Page and Pre Roll Video Account for 88.4% of Gross Media Spend in 2011
Digital Video Spend Share Analysis by Format: 2008 - 2012
Digital Video Advertising Media Spend: 2011 by Format
Revenue Performance and Gross Media Spend by Platform and Solution Segment 2011–2014
Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers, Auctions and Networks
Video Ad Networks, Serving Solutions, Exchanges and Platforms: Net Revenue 2007 - 2014
Multi-Screen Video Advertising Platforms, Exchanges, Server Solutions and Networks: Net Revenue Analysis
Multi-Screen Video Advertising Platforms, Serving Solutions, Auctions, Exchanges and Networks
CPM History 2008 – 2011: Video Ad Network, Ad Serving Platform, Auction and
Exchange Market Rates
Multi-Screen Video Advertising Platforms, Exchanges, Serving Solutions Providers,
Auctions and Networks
VIDEO ADVERTISING DELIVERY PLATFORM Q & A's
EYEWONDER
FREEWHEEL
LIMELIGHT MOBILITY and MONETIZATION PLATFORM
MEDIAMIND TECHNOLOGIES
VIDEO ADVERTISING NETWORK Q & A's
AUDIENCESCIENCE
BLINKX
BRIGHTROLL
COLLECTIVE
ROCKET FUEL
SPOTXCHANGE
TIDALTV
TREMOR VIDEO
TUBEMOGUL
TURNHERE.COM
VIDSENSE
VISIBLE MEASURES
YUME INC.
VIDEO ADVERTISING AUCTION, EXCHANGE and REAL TIME BIDDING
PLATFORM Q & A's
ADBRITE
ADAP.TV
LIVERAIL
SECTION FIVE
Mobile Advertising Networks, Platforms, Auctions and Exchanges
Mobile Advertising Networks, Platforms, Auctions and Exchanges Terminology
Definitions
Mobile Advertising a High Growth Business: Impressions, Reach, Gross Media
Spend and Network Revenue are Rising
Global Mobile Ad Network Sector Dynamics
Global Mobile Ad Network Net Revenue: 2009 - 2014
Mobile Ad Network Market Position Diversity Helps Spur Demand: Inventory, Fill
Rates and Gross Billings are Increasing
Mobile Media Buy Sophistication: Who, How Much and Where
Media Spend Going Into App Environments and Being Made Against the Mobile Web
OS Platforms and Media Spend
Mobile Ad Network Pricing and ROI: Actionable and Accountable
eCPM Market Value by Geography: 2010
eCPM Sample Pricing Conversion Grid
Video Inventory in Single Digits, Though Becoming More Prevalent
Global Pricing and Inventory Sell Out by Geography
eCPM Pricing by Region
Mobile Advertising Networks: Campaign Management Platforms with Sophisticated
Serving and Device Detection Technologies
Global Mobile Advertising Networks and Platforms: Impression Formats by Type
Mobile Ad Network Business Building Blocks: Billing Models, Fill Rates and Participation Percentages
Global Mobile Advertising Network Billing Models, Fill Rates, Ad Unit Pricing and
Participation Percentages
Mobile Advertising Network Inventory is Typically Non-Exclusive
Global Mobile Advertising Network Inventory Total (Non-Exclusive): 2009-2011
Mobile Ad Networks Reach Audiences in the Tens of Millions Globally
Global Mobile Advertising Network Estimated Unique User Reach 2009 - 2011
Global Mobile Ad Impressions See Triple-Digit Growth: Filled Inventory by Year 2009 – 2011
Global Mobile Paid Impressions: 2009 - 2011
Global Mobile Advertising Network Inventory Fill Rates and Paid Impressions by Year: 2009 - 2011
Global Mobile Advertising Network Revenue and Gross Media Spend: 2009-2013
Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2010
Filled Mobile Video Impressions are Forecast at 107.5 Billion in 2011
Total Filled Impressions and Total Filled Video Impressions Comparison: 2009 - 2011
Mobile Video Gross Media Spend Forecast at $268 Million in 2011; a Triple-Digit Jump Over 2010
Gross Mobile Video Media Spend: 2009 - 2011
Mobile Video Advertising Network Revenue and Gross Media Spend: Video 2009 - 2013
Total Billed Inventory Reached 42.1 Billion Impressions in 2010; U.S. Market Claims
54.7% of Mobile Video Gross Media Spend
Mobile Video Advertising Network Billed Impressions Delivered by Geographic Region: 2010
Mobile Video Paid Impressions by Geography: 2010
Q & A's
ADFONIC
ADITIC (a division of Sofialys)
ADMARVEL (A UNIT of OPERA SOFTWARE)
BUZZCITY
GREYSTRIPE
InMobi
JUMPTAP
MILLENNIAL MEDIA
MOBCLIX, a Velti company
MOBGOLD
MOBILE THEORY
MOOLAH MEDIA
RHYTHM NEWMEDIA
SMAATO
TRUMPIA
ZESTADZ
- 3crowd Technologies
- Adap.Tv
- Adbrite
- Adfonic
- Aditic (A Division of Sofialys)
- Admarvel (A Unit of Opera Software)
- Alcatel-Lucent
- Anvato
- Audiencescience
- Auditude
- Bay Tsp
- Bitgravity
- Blinkx
- Brightcove
- Brightroll
- Buzzcity
- Cachefly
- Cdnetworks
- Collective
- Cotendo
- Dacast
- Digitalsmiths
- Edgecast
- Encoding.Com
- Eyewonder
- Freewheel
- Greystripe
- Highwinds
- Inmobi
- Internap
- Jumptap
- Kaltura
- Level 3
- Limelight Networks
- Liquid Web
- Liverail
- Mediamind Technologies
- Millennial Media
- Mirror Image
- Mobclix, A Velti Company
- Mobgold
- Mobile Theory
- Mobitv
- Moolah Media
- Movenetworks
- Ooyala
- Origin Digital
- Pando Networks
- Ramp
- Reality Digital
- Rhythm Newmedia
- Rocket Fuel
- Smaato
- Sorenson Media
- Spotxchange
- Theplatform
- Tidaltv
- Tremor Video
- Trumpia
- Tubemogul
- Turnhere.Com
- Vbrick
- Videopublishing
- Vidsense
- Visible Measures
- Wowza Media Systems
- Yume Inc.
- Zestadz
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