User-generated videos on the increase

The publication of user-generated videos (UGVs) on the internet is at an all-time high.

That is according to a recent study by AccuStream iMedia Research, which revealed that last year the total number of UGVs published on the net reached 1.2 million.

It was also discovered that 26.5 million associated comments were published in 2007.

The majority of these comments were posted on YouTube, (79.9 per cent), while MySpace TV captured the second largest amount (13 per cent).

Paul A Palumbo, research director with AccuStream, highlighted the significance of user comments, saying that they indicate "content engagement behaviour and underlying motivation".

He added: "Comments reflect interactive activity meaningful to brands, publishers and advertisers, particularly as a community´s conversation about video becomes intrinsic to CPM value."

The report also indicated that media planners could improve their service by using metadata performance knowledge.

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