Online video content may generate more comments

01/17/2008

Professional online video content may generate more comments than user-generated content, judging by Accustream iMedia Research's "User Generated Video 2005-2008: Metadata Metrics" report.

Accustream said that 1.2 million user-generated videos were published in 2007, along with 26.5 million related comments.

The firm found that MySpace TV’s library averaged 36.9 comments per video in 2007, while Metacafe videos generated an average of 32.3, followed by YouTube at 25.4.

MySpace TV videos got more comments than those on the other sites because of an emphasis on semi-professional and professional content, according to Accustream.

The firm also made a case for comments as a useful metrics for marketers.

“User comments are an indication of content engagement intent and underlying motivation,” said Paul A. Palumbo, the company's research director.

"Comments reflect interactive activity meaningful to brands, publishers and advertisers, particularly as a community’s conversation about video becomes intrinsic to CPM value. Video is visual and visceral," Mr. Palumbo said.

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Source: www.emarketer.com
1/17/2008