Part of our innovative report series, Spotlight on Television 2.0 Leaders, the data-rich analysis details how Viacom is poised to experience healthy revenue growth in the robust Internet advertising market through its 100+ global video brands, online video channels and mobile video outlets. Our analysis shows that, even under modest growth assumptions, Viacom’s digital (i.e. Internet and mobile) revenues could more than triple from 2006 to 2010, climbing from $200 million to approximately $645 million. As a percentage of overall revenue, Viacom's digital revenues could grow from 1.9% in 2006 to 4.0% in 2010.
But, despite recent speculation that Viacom could boost its web and mobile businesses even faster through the acquisition of a rapidly growing Internet video or social networking company, that prospect seems a slim one. Although News Corp. gained immediate online traction with its acquisition of MySpace, and Google is likely poised for accelerated advertising growth through its YouTube acquisition, there are few sites or companies available for purchase that offer the same kind of stickiness or popularity as these rare online supernovas.
The report also provides a concise summary of Viacom's
History, noting the recent spin-off between the former Viacom and CBS;
Financial performance, including a comparison between the company's cable network and filmed entertainment (Paramount Pictures) businesses;
TV 2.0 activities, particularly the online video efforts by Viacom-owned MTV Networks;
Acquisitions in the TV 2.0 sector, which have totaled nearly $700 million since mid-2005.
Other developments that push Viacom's content onto the web and into mobile devices.
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- Introduction and Executive Summary
- Short History of Viacom
- I. Overview of Viacom’s Businesses
- A. Overall Financial Performance
- B. Cable Financial Performance
- C. Viacom Entertainment Financial Performance
- II. Viacom’s Forays into the TV 2.0 Arena
- A. MTV Networks
- 1. iTunes Distribution of TV Shows
- 2. MTV Overdrive
- 3. MTV Uber
- 4. Web Junk 2.0
- 5. Comedy Central’s Motherload
- 6. MTV Urge
- B. Viacom TV 2.0-Related Acquisitions
- 1. iFilm
- 2. Atom Entertainment
- 3. Harmonix
- 4. GamesTrailers.com
- 5. Neopets
- 6. Xfire
- C. Other TV 2.0 Highlights
- 1. Web-Only Finale for TV Show
- 2. Deal to Integrate Video Clips into Google Ads
- 3. UMG Partnership on Mobile Video
- III. Financial Implications of Viacom’s TV 2.0 Efforts
- A. Potential Growth in “Digital” (Online, Mobile) Revenue
- B. Prospects of Finding the Next Big Internet Winner
- About the Author
- About Emerging Media Dynamics
- (List of Figures and Tables on Next Page)
- List of Figures
- Figure 1 - Viacom Total Revenues, 2001 - 2005
- Figure 2 - Viacom Total Revenues, Q4 04 to Q2 05
- Figure 3 - Viacom Operating Income, Net Earnings 2001 to 2005
- Figure 4 - MTV Networks Programming Properties Worldwide
- Figure 5 - Viacom Cable Networks Revenue, Q4 04 to Q2 06
- Figure 6 - Viacom Cable Networks Operating Income, Q4 04 to Q2 06
- Figure 7 - Viacom Cable Networks by Type, Q2 06
- Figure 8 - Viacom Entertainment Revenues, Q4 04 to Q2 06
- Figure 9 - Viacom Entertainment Operating Income, Q4 04 to Q2 06
- Figure 10 - Viacom Entertainment Revenues by Type, Q2 06
- List of Tables
- Table 1 - Viacom Brands
- Table 2 - Top Ten Web Sites, Internet Video Viewership, July 2006
- Table 3 - Viacom TV 2.0 Outlets, Ventures
- Table 4 - Viacom TV 2.0 Outlets, Ventures (continued)
- Table 5 - Selected Viacom TV 2.0 Acquisitions
- Table 6 - Viacom Revenue Growth, 2005 to 2010
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