Contemporary Report - Streaming Media Europe

Contemporary Report - Streaming Media Europe

Table of Contents
List of Figures ........................................................................................................................................ 3
Foreword .................................................................................................................................................4
Executive Summary..............................................................................................................................6
Chapter 1 | Streaming Advertising Forecast and Market Characteristics ................................ 7
Streaming Monetization and Market Value .....................................................................................8
Audio vs. Video ......................................................................................................................................8
Timing is everything .............................................................................................................................9
Forecast for 2002.................................................................................................................................9
Broadband Driving Growth ..................................................................................................................11
Chapter 2 | Form and Formula of Ad Buy .......................................................................................13
Streaming Advertising Market and Sales Dynamics.....................................................................13
The Formats ......................................................................................................................................... 14
The Formula:......................................................................................................................................... 14
Features of Audio Buys...................................................................................................................... 15
Features of Video Buys...................................................................................................................... 15
Case Study: CNET ............................................................................................................................... 16
Chapter 3 | Monetizing Streams: Ad-Insertion, Ad-Deployment and
Out-of-Media Players...........................................................................................................................17
Forecast and Analysis of Streaming Ad-Insertion Market ......................................................... 18
Subscription Model vs. Advertising Model.................................................................................... 20
Streaming Ad Deployment and Sales Market Analysis: ............................................................. 20
Out-of-Media Players...........................................................................................................................21
Out-of-Media Solutions Providers .................................................................................................. 22
Case Study: Radio Free Virgin......................................................................................................... 23
Case Study: MSNBC.com .................................................................................................................. 24
Case Study: TheFeedroom ............................................................................................................... 26
Chapter 4 | Audio: Aggregate Tuning Hour Base, Market Drivers, and
Analysis of Major Audio Brands ...................................................................................................... 28
Market Drivers For Audio: ................................................................................................................ 30
Analysis of Streaming Audio Brands................................................................................................31
Major League Baseball ........................................................................................................................31
StreamAudio ....................................................................................................................................... 32
SurferNETWORK................................................................................................................................. 32
Chapter 5 | Video: Streaming Usage and Content Category Analysis .................................... 34
Video Streaming Usage Analysis .................................................................................................... 34
Narrowband ......................................................................................................................................... 34
Broadband............................................................................................................................................ 35
Average Video Streams .....................................................................................................................37
Streaming Content Category Analysis ...........................................................................................37
Appendix A | Glossary of Terms...................................................................................................... 45
Disclaimer ............................................................................................................................................ 47
Copyright © 2002 Penton Media, Inc., San Francisco, CA, www.streamingmedia.com
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List of Figures
Figure 1.1 - Total Stream-Based Advertising Revenue............................................................10
Figure 1.2 - Total Stream-Based Revenue, 2001 ......................................................................10
Figure 1.3 - Narrowband Streams Per Unique User (Monthly) .............................................12
Figure 1.4 - Monthly Broadband Streams Per Unique User 2000 vs. 2001.......................12
Figure 3 1 – MSNBC.com Video Stream Accesses ...................................................................25
Figure 4.1 – Aggregate Average Tuning Per month................................................................29
Figure 4.2 – MLB.com Average Number of Listeners, GameDay Audio ............................31
Figure 4.3 – StreamAudio Aggregate Tuning Hours ..............................................................32
Figure 4.4 – SurferNETWORK Aggregate Tuning Hours .......................................................33
Figure 5.1 – Broadband vs. Narrowband Video Stream Growth Rate Comparison .........36
Figure 5.2 – Total Video Streams Served Annually ................................................................36
Figure 5.3 – Top Ten Sites: Total Video Views.........................................................................37
Figure 5.4 - Average Video Streams Served Per Month .......................................................37
Figure 5.5 - Total Streams by Content Category ....................................................................38
Figure 5.6 - Monthly Film Views, 2000 vs. 2001 .....................................................................39
Figure 5.7 - Total Films Views, 2000 vs. 2001 .........................................................................39
Figure 5.8 - Monthly Internet TV Views, 2000 vs. 2001........................................................40
Figure 5.9 - Total Internet TV Views, 2000 vs. 2001 .............................................................40
Figure 5.10 – Monthly News and Information Views, 2000 vs. 2001 ..................................41
Figure 5.11 – Total News and Information Views, 2000 vs. 2001 .........................................41
Figure 5.12 – Monthly General Entertainment Views, 2000 vs. 2001.................................42
Figure 5.13 – Total General Entertainment Views, 2000 vs. 2001 ......................................42
Figure 5.14 – Monthly Sports Video Views, 2000 vs. 2001 ...................................................43
Figure 5.15 – Total Sports Video Views, 2000 vs. 2001.........................................................43
Figure 5.16 – Monthly Music Video Views, 2000 vs. 2001.....................................................44
Figure 5.17 – Total Music Video Views, 2000 vs. 2001...........................................................44
Copyright © 2002 Penton Media, Inc., San Francisco, CA, www.streamingmedia.com
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