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The audience for mobile video in the United States - 8.0 million in August who viewed mobile video, from either the carrier deck or video content sent by a friend or family member - is up 34 percent from January, reports MarketingCharts.
That’s just 3.7 percent of U.S. mobile subscribers, but the growth rate is impressive, according to M:Metrics. (M:Metrics also released its August Benchmark Survey of mobile market metrics; see U.S. and U.K. tables at end of article).
“This data is very encouraging news for the growth of mobile as an advertising-supported medium,” said Seamus McAteer, chief product architect and senior analyst, M:Metrics. “Clearly, there is the foundation of a market for premium paid video content, which underlies the potentially much more substantial opportunity for free ad supported material.”
Those who are tuning into mobile TV are watching short-format or news-related content (see table: Genre of content watched by U.S. on-demand mobile TV viewers):
“The sizable growth of operator-programmed mobile TV in the United States, where the audience has expanded by 28 percent from January to August 2007, is due to the aggressive promotion of these services, broader diffusion of 3G handsets and a deeper focus from content companies,” said McAteer.
“Sprint’s performance is particularly noteworthy, as the carrier’s subscribers comprise more than 36 percent of the total audience for programmed video. Its early entry into mobile video combined with its support of a multitude of video-capable handsets continues to pay dividends.”
M:Metrics also released the results of its August Benchmark Survey of mobile market metrics - specifically, regarding consumption of mobile content and applications - for the U.S. (see table) and the U.K. (see table) and other Western Europe markets.
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