"We expect U.S. online video advertising will increase to $8.1 billion by 2016, a 37% compound annual growth rate," says analyst Ken Sena, noting his team's estimates are well above those of Magna Global, which sees $6.1B, or a 24% CAGR. "Video content is becoming more about immediacy and on-demand, the seconds-long clip formats of Vine and Instagram have unleashed a new wave of UGC, and YouTube steamrolls on for most everything video."
Looking at Twitter (TWTR) and assuming it can garner 5% of this action, Sena says 17% of his team's 2016 $6B revenue estimate would consist of video.
"Moreover, by examining other online video providers too through the framework of 1) control of the feed, 2) programmatic ad delivery across multiple devices, and 3) access to premium content, we see Google (GOOG), Twitter and Facebook (FB) as best positioned," he says. "What places Twitter in such strong company is the combination of its immediacy and the support that it is receiving from the traditional TV industry."