Streaming Media Growth and Content Category Share: 2006 - 2010

Streaming video once again turned in a substantial growth year in 2006, driven by an expanding library of high production value content from major networks and channels, broadband extensions of general entertainment and information network content and driven up by the appetite for streaming audio and video content by an increasingly savvy group of broadband users.

This research report provides detailed analysis of video streams delivered by major brands as well as independent destinations.

An entire section of the report is dedicated to Internet music radio, and analyzes usage from 2001 through 2006, with total listening hours provided by site, network, aggregator and service. The entire market grew by 17.9% in '06.

Key Findings:
- Video streams served increased 38.8% in 2006 to 24.92 billion across all entertainment and media sites, including free (ad-supported) and subscription service streams; this does not include the User Generated Video segment

- Broadband streams (100 Kbps and above) made up an estimated 88.5% of total streams served in 2006

- Narrowband video streams made up 11.5% of total streams served, compared to 15.1% in 2005 (a percentage total share decline of 23.8%)

- Broadband streams per unique user per month viewed on primarily broadband-centric sites such as AtomFilms.com, BravoTV.com, Feedroom, IFILM.com, MSN Video, MTV Overdrive, Yahoo Music, StupidVideos.com, WWE.com and others declined by 10.9% in 2006 to 10.6 views per month per unique user per month

- Music videos once again commanded the largest share of streaming video usage online in 2006, capturing 35.5% of total views

- News and information captured a 23.6% share

- This figure includes individual song plays not directly associated with a programmed station, but does not include downloads

- The corresponding figure was 3.2 billion listening hours in 2005

EXECUTIVE SUMMARY
Video Streams Served: 1998 - 2010
The growth in video streams served was accelerated by
Music video and film categories reveal share declines in 2006
Category Share % Changes: 2006 Vs. 2005
Annual Internet Music Radio Listening (Streamed) Hours Increased by 17.6% in 2006
Total Listening Hour Comparison: 2004 - 2006
Annual Internet Music Radio Listening Hours: 2004 - 2006

SECTION ONE
Streaming Video Segment Growth and Analysis: 2006
The Growth in Video Streams Served Was Accelerated By
Video Stream Counts to Continue on Growth Path, but at a Slower Pace in 07
Video Streams Served: 1998 - 2010
Broadband and Narrowband Streams Served Comparison and Analysis: 2000 - 2010
Broadband and Narrowband Video Market Share: Analysis of Streams Served by Bit Rate 2000 through 2010
Broadband Streams Served (per Unique User, per Site, per Month) Edge Downward Again In 2006
Broadband Streams to Unique Users: 2001 - 2005
Broadband Video Consumption Patterns: Streams to Unique User Comparison: 2001 - 2006
Broadband Streams per Unique User: by Site and Month 2006
Total Streams (Narrowband and Broadband) Dip Slightly in 2006 on a per Site, per Unique User per Month Basis
Total Streams Served per Unique User: 2001 Through 2006 Comparison
Total Video Streams Served Per Unique User: By Site And Month 2001 - 2006
Total Streams per Unique User 2006: Narrowband and Broadband Streams

SECTION TWO
Content Category Analysis: 2006
Streaming Video Content Category Definitions
Music and News Continue to Lead Category Ratings Share, but Internet TV and General Entertainment Made Solid Gains in 2006
Content Category Monthly Video Stream Average: 2006
Streaming Video Category Share: 2006
Streaming Video Category Share Shifts: 2003 - 2006
Category Share Trend Line Analysis: 2003 - 2006
Streaming Video Category Share Shifts: 2003 - 2006
Music Video and Film Categories Reveal Share Declines in 2006
Streaming Video Category Share Shifts: 2003 - 2006
Category Share % Changes: 2006 vs. 2005
Streaming Video Category Share Comparison: 2004 - 2005
Broadband Video Streams to Grow by 31.1% in 2007, Narrowband by 1.6%
Broadband and Narrowband Streams Served Comparison and Analysis: 2000 - 2010
Video Streams Served by Content Category
Film and Movie Streams 2006
Film and Movie Streaming Video Share: 2003 - 2006
Film Content
Internet TV
Internet TV Streaming Video Share: 2003 - 2006
Internet Television
News and Information
News and Information Streaming Video Share: 2003 - 2006
News, Information, Business and Finance
General Entertainment
General Entertainment Streaming Video Share: 2003 - 2006
General Entertainment
Sports
Sports Streaming Video Share: 2003 - 2006
Sports
Music Videos
Music Videos Streaming Video Share: 2003 - 2006
Music Videos, Concerts and Events

SECTION THREE
Cross Platform Integration Positions The Brand in Front Of More Audiences: 3rd Quarter 2006 Shows Largest Video Stream Count Increase
Quarterly Video Stream Analysis: 2006
Quarterly Video Stream Comparison: 2006
Quarterly Video Stream Analysis: 2006
1st Quarter 2006 Video Streams
Additional 1st Quarter Streaming Data
2nd Quarter 2006 Video Streams
Additional 2nd Quarter Streaming Data
3rd Quarter 2006 Video Streams
Additional 3rd Quarter Streaming Data
4th Quarter 2006 Video Streams
Additional 4th Quarter Streaming Data

SECTION FOUR
Annual Internet Music Radio Listening (Streamed) Hours Increased by 17.6% in 2006
Total Listening Hour Comparison: 2004 - 2006
Annual Internet Music Radio Listening Hours: 2004 - 2006
Internet Music Radio 2006: ATH Yearly Ranking and Total Hours Delivered
Internet Music Radio Monthly Site, Brand and Network Analysis: 2006
The Top Ten Internet Music Radio Networks and Services Averaged 298.7 Million Listening Hours per Month in 2006
Internet Music Radio Average Aggregate Tuning Hours: the Top Ten Sites and Networks - 2001 - 2006(Forecast 2007)
Internet Radio: Top Ten Sites by Month
Internet Music Radio Listening Hours by Month: The Top Ten Sites and Networks
Internet Music Radio 2006: The Top Ten Sites and Networks by Month

Streaming Video Up 38.8% In '06 To 24.9 Billion Served

The largest streaming video networks include Internet aggregation sites such as Yahoo, MSN, Real Networks, but the market is in a state of transformation.

Traditional media brands with broadband extensions online such as Disney/ABC, CBS, Viacom, TimeWarner/AOL, NBC Universal also command significant video streaming share, driven up in part by multiple new video initiatives undertaken in '06.

Those were augmented by more syndication relationships and growing reach through content management and distribution platforms like Brightcove and Roo Media.

Reflecting an increasingly competitive content environment, broadband streams per unique user per month per broadband site declined 10.9% in 2006 to 10.6 streams, excluding video advertising streams.

The comparable figure in 2005 was 11.9 video content streams viewed per unique user per month across all broadband sites.

Music videos commanded the largest share of streaming video in 2006, capturing 35.5% of total streams served, and news a 23.6% share.

It was a big year for news. Total streams increased by 90%, and viewing share by 38% over 2005. Music video share declined 22% compared to 2005.

"Media and entertainment brands fully embraced broadband publishing in 2006," commented research director Paul A. Palumbo.

"They made more premium content available, that's the key, and fashioned syndication relationships with aggregators who can deliver audiences and began to populate emerging distribution platforms. Moreover, a growing base high speed users and the adoption of Flash propelled the market."

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