Gartner: Demand For “Protail” Video On The Rise

Nov 14th, 2008 | By | Category: Featured Story, Internet TV, Podcasting Research, Podcasting Statistics, Video

Information technology research firm Gartner reports that “protail” video – their term for the segment between professionally produced content and user-generated content - is becoming one of the fastest-growing segments of the online video marketplace, and is providing advertisers a safe, targeted inventory in which they can place ads.

While Gartner’s choice of terms may be a bit unfortunate, they highlight that video created by hardcore amateurs is creating an important new audience for advertisers. 

The volume of this category of content has grown as much as 600 percent in the past year. Worldwide “protail” advertising revenue is expected to total $75 million in 2008, and grow in excess of $1.5 billion by 2012. 

Gartner defines “protail” as the segment between professionally produced content and user-generated content and consists of the short clips that make up the majority of content on such sites as YouTube and Metacafe. Typical traits include higher-quality production and content produced in a more consistent or episodic manner.

This is a pretty loosy-goosy definition, but it’s clear they are trying to look at the long tail of professionally produced video, videos produced on a regular basis, with professional or semi-professional production values. Examples could include French Maid TV, Dr. Horrible and Fred. 

According to Gartner, the hottest categories in the long tail of prosumer video are how-to, scripted sitcoms, scripted dramas, new forms of reality programming, niche news and lifestyle content (travel, food/cooking). 

“Today’s distribution model tends to favor YouTube because it has become the place for creators in search of eyeballs. Sites such as YouTube and Yahoo Video lack a means for consumers to easily identify protail content within their large video mix and do not offer uniform partner programs for protail creators in search of either ad revenue or a strong promotional presence. Companies in the forefront of the protail distribution market stand to reap the benefits of bringing together advertisers in search of targeted, rights-ready video with these new protail creators.”.

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