Screen Digest anticipates that sports content will be the single biggest driver of online video consumption in the US and UK, much in the same way that it was a driver of pay-TV adoption.
The number of online sports videos watched will more than double in both the US and UK over the next five years. By 2012, 10.8 billion sports videos will be served online in the US and 1.2 billion in the UK.
In 2007, online sports video accounted for 35% of all online TV watched in the US and 46% in the UK.
Revenues associated with sports content in the US will increase from $762 million in 2007 to $2.3 billion in 2012. In the UK, online sports video revenues will jump from £23.5 million ($43.2 million) in 2007 to £82.9 million ($153 million) in 2012.
Most of these revenues will be derived from advertising, rather than subscription fees. By 2012, advertising is expected to account for 49% of revenues in the US and 61% in the UK.
Via Screen Digest