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% from January, according to M:Metrics.
That’s just 3.7% of US mobile subscribers, but the growth rate is impressive. (M:Metrics also released its August Benchmark Survey of mobile market metrics; see US and UK 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:
“The sizable growth of operator-programmed mobile TV in the United States, where the audience has expanded by 28% 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% 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 US and the UK and other Western Europe markets.
Below, the US and UK metrics:
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