The Value Chain 2010 - 2012: CDNs, OVPs and Video Advertising Networks
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| EXECUTIVE SUMMARY | 1 | ||
| The Online Media Value Chain Posts Growth of 30% in 2010 | 1 | ||
| Comparative Analysis of Video CDN, OVP and Ad Networks Reveals Higher Overall Market Growth | 2 | ||
| Media and Entertainment Percent CDN Revenue: 2006 - 2010 | 2 | ||
| SECTION ONE | 7 | ||
| The Online Media Value Chain Posts Growth of 30% in 2010 | 7 | ||
| Online Media Value Chain: 2006 - 2012: CDN, Video Ad Networks and OVPS | 7 | ||
| OVPS and Video Ad Networks Exhibit Higher Growth Rates Compared to CDN | 8 | ||
| Online Media Value Chain: 2006 - 2012: CDN, Video Ad Networks and OVPS | 9 | ||
| Comparative Analysis of Video CDN, OVP and Ad Networks Reveals Higher Overall Market Growth | 10 | ||
| Media and Entertainment Percent CDN Revenue: 2006 - 2010 | 10 | ||
| Video Advertising Network Revenue Summary | 11 | ||
| OVP Gross Revenue: 2006 - 2010 | 12 | ||
| Online Video Value Chain 2006 - 2010: CDN, Ad Network, CMS Platform | 13 | ||
| Revenue Growth in Media and Video-Related CDN is Closely Aligned with Overall CDN Growth | 14 | ||
| Online Video Value Chain 2006 - 2010: Video CDN, Ad Network and OVP | 16 | ||
| CDN MRR Averages $8,101 Compared to OVP MRR of $5,064 in 2010 | 16 | ||
| Account Growth: CDN and OVP 2009 - 2010 | 17 | ||
| SECTION TWO | 19 | ||
| CDN 2010 - 2012: Revenue, Cap Ex, R & D, Operational Performance Summary Analysis | 19 | ||
| Terminology Definitions | 19 | ||
| CDN Market Performance Dynamics and Business Trends 2010 – 2012 | 20 | ||
| CDN Market Revenue Analysis: 2003 – 2012 | 23 | ||
| CDN Monthly Recurring Revenue Analysis: 2005 - 2010 | 23 | ||
| CDN Revenues Forecast at $1.52 Billion in 2010, Up 18.5% Over 2009 | 25 | ||
| CDN Market Revenue Analysis: 2003 - 2010 | 26 | ||
| Retail Contracts Forecast to Increase by 26.7 in 2010 | 27 | ||
| CDN Annual Accounts: 2005 - 2010 | 28 | ||
| CDN Revenue and Account Growth Rates: 2006 - 2010 | 29 | ||
| CDN MRR is Forecast to Fall by 8% in 2010 | 29 | ||
| CDN Monthly Recurring Revenue Analysis: 2005 – 2010 | 30 | ||
| Entertainment and Media Forecast to Account for 30.6% of CDN Revenue in 2010, Comparable to 2009 | 32 | ||
| Entertainment Media Revenue Share of CDN Market: 2006 - 2010 | 32 | ||
| Media and Entertainment Contract Value to Exceed $461 Million in 2010 | 33 | ||
| Total Media and Entertainment CDN Contract Value: 2006 - 2010 | 33 | ||
| Server Deployments to Increase by 31% in 2010 | 34 | ||
| CDN Media Server Deployment: 2005 - 2010 | 34 | ||
| Cap Ex Investment Forecast to Rise By24.8% in 2009 | 35 | ||
| CDN Cap Ex Investment: 2007 - 2010 | 35 | ||
| Server Deployment Growth Rates Tracking More Closely with Account Growth in 2010 | 35 | ||
| Cap Ex Analysis: Server Deployments and Account Growth | 36 | ||
| U.S. Captures 55.6% of Global CDN Revenue in 2010 | 36 | ||
| Global CDN Market Value (Retail Contract Revenue) | 36 | ||
| CDN Bandwidth Services Category Share: 2010 Year End Estimate | 38 | ||
| Commercial Market Value for Audio and Delivery Estimated at $672.2 Million in 2010 | 39 | ||
| Commercial Bandwidth Market Value: Audio/Video 2006 - 2010 | 39 | ||
| COGS and Retail Contract Analysis Indicate CDN Gross Margins are Healthy and Costs/Pricing in Equilibrium in 2010 | 41 | ||
| Average Retail Bandwidth Costs, COGS Analysis: 2006 - 2010 | 41 | ||
| Entertainment and Media Accounts Generated $461.6 Million in Retail and Wholesale Market Value in 2010 | 42 | ||
| Total Media and Entertainment CDN Contract Value: 2006 - 2010 | 42 | ||
| Streaming/Http Content Category Share: Commercial Market Value 2006 – 2010 | 43 | ||
| Retail Contract Pricing for Bandwidth Exhibited a Slower Rate of Decline in 2010 Compared to 2009 | 44 | ||
| Retail Contract Pricing: 2006 - 2010 | 44 | ||
| Retail Contract Pricing: 2006 - 2010 | 45 | ||
| Pricing Declines for Retail Contracts are Less Steep Than Those Seen in the Wholesale Business in 2010 | 46 | ||
| Annual Pricing Comparison: Retail Versus Transit 2006 - 2010 | 47 | ||
| CDN Q & A’s | 49 | ||
| ABACAST | 49 | ||
| AKAMAI | 54 | ||
| BITGRAVITY | 65 | ||
| CACHEFLY | 69 | ||
| CDNETWORKS | 74 | ||
| COTENDO | 79 | ||
| EDGECAST | 83 | ||
| HIGHWINDS | 89 | ||
| INTERNAP | 95 | ||
| LEVEL 3 | 101 | ||
| LIMELIGHT NETWORKS | 106 | ||
| MIRROR IMAGE | 111 | ||
| SECTION THREE | 116 | ||
| OVP Market Analysis 2010 - 2012 | 116 | ||
| Online Video Platform Business Trends, Market Dynamics, Innovations and Relative Financial Strength | 116 | ||
| OVP Account Acquisition Driven by Need for Efficiency, Brand Visibility and Better Asset Exploitation | 117 | ||
| OVP Segment Total Revenue Comparison: 2007 - 2012 | 118 | ||
| Industrial Grade Online Video Platforms Offer Comprehensive Suites of Integrated Solutions to An Expanding Set of Customers, Brands and Organizations | 118 | ||
| Large, Well Funded and Established OVPS Drive Account Share and Product Segment Dominance | 119 | ||
| Online Video Platform Segment Share: Revenue Analysis 2007 – 2012 | 119 | ||
| Online Video Platform Segment | 120 | ||
| Video Advertising Platforms with Deep Library/Indexing Capability are New Market Positions Growing Faster Than the OVP Group Overall | 120 | ||
| Online Video Platforms--Indexing and Video Advertising | 121 | ||
| OVP Integration Providers Pick Best of Breed Solutions for Clients, and Have Wide Partnership Sets Throughout the Industry | 121 | ||
| Online Video Platforms--Integration and Encoding | 121 | ||
| Over 50% of Total OVP Accounts Have Advertising Supported Business Models, but Non-Media Account Growth is Ramping Up | 122 | ||
| OVP Business Model Success Predicated on Achieving Deployment Scale | 123 | ||
| MRR, SAS, Revenue Share and Usage-Based Business Models Perform Well, but Need to Achieve Scale | 123 | ||
| OVP Pricing: There is Rigorous Deal Competition Based on Price and Features; Pricing Pressure is Expected to Lower Overall Segment MRR Going Forward | 123 | ||
| OVP Providers Can Deliver Improved Content Performance, Plus Inventory Guarantees that Appeal to ROI Clients | 125 | ||
| OVP Customer Adoption Trends Show a Favorable Mix Media and Non-Media Clients | 126 | ||
| OVP Operating Efficiency and Marginal Performance Imperative: Automation | 126 | ||
| Online Video Platform and Services Terminology | 126 | ||
| OVP Market Revenue Forecast at $480 Million in 2010 | 129 | ||
| Online Video Platform and Service Revenue: 2007 - 2012 | 129 | ||
| OVP Segment Total Revenue Comparison: 2007 - 2012 | 131 | ||
| Online Video Platform Segment Share: Revenue Analysis 2007 - 2012 | 131 | ||
| Online Video Platform Services and Integration Providers: Business Model Comparison | 133 | ||
| Online Video Platform Services and Integration Providers: Revenue Analysis: 2007 - 2012 | 135 | ||
| Full Service OVPS on Course for 2010 Revenue of $304 Million | 139 | ||
| OVP Revenue Analysis: 2007 - 2012 | 139 | ||
| Online Video Platform Segment Revenue Forecast: 2007 - 2012 | 142 | ||
| Online Video Platform Segment Revenue Forecast: 2007 - 2012 | 143 | ||
| OVP Q & A’s | 144 | ||
| BRIGHTCOVE | 144 | ||
| DELVE NETWORKS | 149 | ||
| EPISODIC | 153 | ||
| FLIQZ | 157 | ||
| KALTURA | 161 | ||
| KICKAPPS | 166 | ||
| KIT DIGITAL | 170 | ||
| KYTE | 173 | ||
| MOVE NETWORKS | 178 | ||
| OOYALA | 182 | ||
| THEPLATFORM | 186 | ||
| REALITY DIGITAL | 192 | ||
| SORENSON MEDIA | 197 | ||
| TUBEMOGUL | 201 | ||
| VISIBLE MEASURES | 204 | ||
| VMIX MEDIA | 210 | ||
| SECTION FOUR | 215 | ||
| OVP Sub-Segment Analysis: Video Ad Serving, Indexing and Monetization Platforms 2010 - 2012 | 215 | ||
| Video Advertising and Indexing: Market Revenue Analysis 2007 - 2012 | 215 | ||
| Online Video Platforms--Indexing and Video Advertising Sub-Segment Revenue Forecast: 2007 - 2012 | 217 | ||
| Online Video Platforms--Indexing and Video Advertising Sub-Segment Revenue Forecast: 2007 - 2012 | 218 | ||
| OVP Advertising, Indexing and Monetization Platforms Q & As | 219 | ||
| AFFINE SYSTEMS | 219 | ||
| AUDITUDE | 222 | ||
| BAY TSP | 227 | ||
| DIGITALSMITHS | 230 | ||
| FREEWHEEL | 234 | ||
| LIMELIGHT/LIMELIGHT NETWORKS MOBILITY AND MONETIZATION SOLUTION | 238 | ||
| MAGNIFY.NET | 243 | ||
| MIXPO | 247 | ||
| RAMP (FORMERLY EVERYZING) | 253 | ||
| OVP Integration and Related Services Sub-Segments: 2010 - 2012 | 259 | ||
| Video Platform Integration, Encoding and Related Services | 259 | ||
| Online Video Platforms--Integration and Encoding Services Sub-Segment Revenue Forecast: 2007 - 2012 | 261 | ||
| OVP Integration and Platform Services Q & A’S | 262 | ||
| IOKO | 262 | ||
| MEDIARECALL | 266 | ||
| ORIGIN DIGITAL | 270 | ||
| WOWZA MEDIA SYSTEMS | 275 | ||
| SECTION FIVE | 278 | ||
| Video Advertising Networks 2010 - 2012 | 278 | ||
| Market Trends and Business Dynamics 2010 – 2012 | 278 | ||
| Online Video Advertising Platforms, Networks Auctions and Targeting Solutions: Revenue 2007 - 2012 | 278 | ||
| Online Video Advertising Platforms, Solutions Providers, Auctions and Networks | 280 | ||
| 3rd Party Video Ad Networks with Pre Roll Sales Capability Generate 75% of thSegment’s Revenue | 281 | ||
| Online Video Advertising Networks and Platforms: Comparative Revenue Analytics: 2007 - 2012 | 282 | ||
| Video Ad Network Inventory Expanded by 36% in 2009 | 282 | ||
| Video Advertising Network Inventory Growth: 2008 - 2009 | 283 | ||
| Video Advertising Network: Gross Media Spend Delivered | 284 | ||
| Online Video Advertising Platforms, Solutions Providers, Auctions and Networks | 285 | ||
| Video Ad Network Market Growth Drivers: 2010 – 2012 | 286 | ||
| Online Video Advertising Networks Terminology | 287 | ||
| Online Pre Roll Video Advertising Macro Market Dynamics 2010 - 2012: Inventory Growth Outpacing Media Spend | 290 | ||
| Pre-Roll Inventory and Media Spend: 2003 – 2012 | 291 | ||
| Pre-Roll Video Advertising Inventory is Forecast at 42.5 Billion Units in 2010, including YouTube | 291 | ||
| Pre-Roll Inventory and Media Spend Growth Comparison | 293 | ||
| Pre Roll Inventory Insertion Ratios | 294 | ||
| Pre Roll Media Spend: In-House vs Ad Network Sales | 296 | ||
| 3rd Party Pre Roll Video Networks: Revenue Trends 2007 - 2012 | 296 | ||
| 3rd Party Video Ad Networks with Sales Teams: 2007 - 2012 | 297 | ||
| Online Video Advertising Platforms and Sales: 3rd Party Pre Roll and Overlay Specialists | 299 | ||
| Video Advertising Network Q & A’s | 300 | ||
| Adap.Tv | 300 | ||
| Audience Science | 303 | ||
| Blinkx | 308 | ||
| Truveo | 312 | ||
| Pre Roll Rep Firm Q & As | 315 | ||
| BBE | 315 | ||
| SCANSCOUT | 323 | ||
| SPOTXCHANGE | 323 | ||
| TREMOR MEDIA | 326 | ||
| VIDSENSE | 331 | ||
| VIDEOEGG | 334 | ||
| WIZZARD MEDIA | 338 | ||
| YUME INC | 342 | ||
| SECTION SIX | 346 | ||
| In-Banner Video Advertising Platform Analytics 2010 - 2012 | 346 | ||
| In-Banner Ad Serving Platforms Forecast to Grow Revenue by 27.3% in 2010 | 346 | ||
| In Banner Ad Serving Platforms: Revenue 2007 - 2012 | 347 | ||
| Online Video Advertising Platforms: In-Banner Delivery Specialists | 349 | ||
| Online Video Advertising Platforms: In-Banner Gross Media Spend | 350 | ||
| In-Banner Gross Media Spend Rose by 8.5% in 2009 | 351 | ||
| In-Page Video Ad Impressions and Gross Media Spend: 2005 - 2009 | 351 | ||
| Market Growth Drivers: 2010 – 2012 | 354 | ||
| In-Banner Video Combining Format Innovation with Media Buy ROI | 354 | ||
| In-Banner Video Impressions and Media Spend: 2003 - 2012 | 356 | ||
| Video Advertising Platform Q & A’s | 357 | ||
| EYEWONDER | 357 | ||
| EYEBLASTER | 362 | ||
| POINTROLL | 365 | ||