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).
With 6.8 million viewers, viral video is the most popular type of video content in the US, and that audience has increased 36% since January.
The audience that’s viewing programmed mobile video – i.e., delivered on-deck over the carrier network – stands at 2.9 million, up 28% from the beginning of the year.
“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:
Music videos are the most popular genre of on-demand TV content, followed by movie trailers, weather and sports (see table).
Still an early-adopter market, the audience skews toward young and male.
Some 9.7% of 18-24-year-olds watch mobile video – a group more than two-and-a-half times more likely to watch video of some kind on their mobile device.
“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.