UGC video sites, networks, channels and brands generated in excess of 230 billion domestic (U.S.) views in 2010, up 146.9% over the previous year. Meanwhile, advertisers stepped up, wading into market with some $426 million in pre roll ad spend made across the entire UGC video segment. The report details the growth and maturation of UGC video from 2005 through 2010, with view forecasts carried out to 2012.
Combined, UGC and pro video views passed the 302 billion mark in 2010. UGC video surpassed pro video views in 2007. While mainstream advertisers were initially reluctant buy the segment, media planners have clearly taken notice of the growth in both volume and unique users. The report examines UGC libraries in depth, and breaks out viewing share by content category for major sites. YouTube is not only the largest UGC video site (and largest video viewing destination online, it’s also the largest pre roll advertising network.