Gartner Sees $1.5B for Web Studio Video by 2012

Gartner put out a report this week on so-called “protail” video content, estimating that worldwide advertising revenue for “the segment between professionally produced content and user-generated content” would exceed $1.5 billion in 2012, up from $75 million in 2008.

Some thoughts:


– The definition of “protail” content doesn’t really satisfy me. According to the release it includes Dr. Horrible’s Sing-Along Blog, which I very much consider to be “professionally produced.” Further detail on the definition includes “higher-quality production and content produced in a more consistent or episodic manner…how-to, scripted sitcoms, scripted dramas, new forms of reality programming, niche news and lifestyle content (travel, food/cooking).” That means just about anything that isn’t personal sharing, viral vids, or ripped versions of TV shows, right? Gartner clarifies that “digital studios can create four-minute protail episodes for between $2,000 and $5,000” — but then that doesn’t apply to Dr. Horrible, whose costs totaled six figures.

– $75 million is NOT a lot of money. Beyond the general economic malaise, no wonder so many folks are laying off people and cutting back plans. But…yay! $1.5 billion sounds very nice, thank you.

– Gartner’s Allen Weiner REALLY feels there’s a hole in the market for “‘clean, well-lit places” for this protail content. His proposed alternative to big sites like YouTube and Yahoo Video would help connect advertisers to content, and make it easier for consumers to find good content. This idea seems a bit shaky — it’s not like video portals out there such as Crackle, Veoh and Metacafe aren’t doing their best to figure out whatever needs they can address. And meanwhile Revver, probably the closest thing to what he’s talking about, seems to be down again this morning.

– One interesting, but somewhat unsatisfying, tidbit: Gartner was able to extract an exact number of views for Dr. Horrible, something we haven’t had much luck with. According to the report, “A one-week run on advertiser-supported netted more than 1.1 million streams.” Was that the first week, though?