VIDEO
STREAMS SERVED TOPS 565 MILLION IN FIRST QUARTER
2001 June 27, 2001
According to a
new report from DFC Intelligence, the total
number of video streams served reached 565.3
million during the first three months of 2001.
This represents a 204% increase over the
comparable period in 2000.
Based on these
findings, DFC Intelligence is increasing
estimates for the full year 2001 to a total of
1.8 billion video streams served. Of those
streams accessed, it is forecasted that 51.7%
will be at rates of 56.6 Kbps and below, with
48.3% at broadband rates of 100 Kbps and above.
DFC Intelligence
tracks streams served in several specific content
categories including news, information, sports,
music, film-related content, general
entertainment and Internet TV. Most streams in
these categories are served from North American
sites. However, as much as 20% of all usage is
generated by an international audience.
"The
double-digit jump in streaming usage continues a
pattern that was established throughout
2000," noted research director Paul Palumbo.
"There is
not only more content available, it's available
at higher bit rates. Furthermore, audiences
continue to become increasingly educated about
where, when and how to access content."
"The real significance of these streams is
audiences are choosing to view them," says
Palumbo. "This can present a highly targeted
advertising opportunity. There is an average of
1.2 video advertising opportunities per stream,
and advertisers are beginning to take
notice."
The First Quarter
2001 report indicates significant gains in both
audience size and streaming usage for a range of
sites destinations and networks. The data reveals
that, on average, First Quarter 2001 streams
(video, and in some cases, audio) are 94.2%
higher than average year 2000 streams on a direct
site-to-site comparison. Moreover, audiences are
forming loyalties to both narrowband and
broadband brands. This is occurring for not only
cross-platform media brand like CNN.com,
MSNBC.com, the WWF.com, but also for a handful of
brands that are native to the online medium, most
notably Launch.com, LikeTelevision.com, and
BreakTV.
According to
Palumbo, a portion of the large jump in usage can
be attributed to major platforms and content
offerings that were not available in the First
Quarter of 2000. Leading examples include the
AOL+ service and The Lord of the Rings Channel (a
partnership of New Line Cinema and Real
Networks).
The new report is
an update to the January 2001 report Interactive
Broadcast Video: Streaming Video Market Analysis
1998-2004. DFC Intelligence publishes detailed
research and analysis on streaming media markets
in several research reports including
DB&P/Webcast Track, Streaming Avails Report,
Streaming Ad Insertion and Commerce report and
the Interactive Broadcast Video report.
For more
information go to the DFC Intelligence web site
at www.dfcint.com or www.dbpwebcasttrack.com.
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