Nielsen Says Money Moving to Online Video and Social Media
James Lewin over at Podcasting News has the bulletpoints from a recent Nielsen report on the constant migration of US ad dollars:
– The number of American users frequenting online video destinations has climbed 339% since 2003
– Time spent on video sites has shot up almost 2,000% over the same period
– In the last year, unique viewers of online video grew 10%, the number of streams grew 41%, the streams per user grew 27% and the total minutes engaged with online video grew 71%
– There are 87% more online social media users now than in 2003, with 883% more time devoted to those sites.
– In the last year, time spent on social networking sites has surged 73%
– In February, social network usage exceeded Web-based e-mail usage for the first time.
Our Angle: Yes, the ad dollars are still migrating online, but at the moment, this is only going to benefit the largest indie content producers. Keep in mind, now that major media networks like CBS, NBC, ABC and Fox are all competing for the same pool of digital dollars that were reserved for only indie producers a few years ago.
Additionally, the creme of the indie crop has grown in audience size, and the audience threshold of what’s attractive to ad groups is much larger than it used to be. To attract ad dollars, you either need a very influential audience, or one generally larger than 500,000 monthly uniques.
This means we’ll also see a rise in the number of small blog and video networks as they try to accrue the audience size internally required to qualify for these pie pieces.
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