On-demand video is the most popular format, with 3.6 million viewers, the study found.? Amateur videos, such as those on YouTube, drew 1.3 million viewers, and represent the most popular type of content, followed by music videos and comedy videos.
“While the most popular forms of mobile TV and video are genres such as music videos and movie trailers, the data also show a nascent audience for long-form mobile content such as TV shows,” said Mark Donovan, senior analyst, comScore. “At under three percent penetration, the mobile video audience in the United States remains small, but it is composed largely of males between 18 and 34 years old, which could make it attractive to advertisers seeking to reach multi-tasking early-adopters who don’t have time for appointment television.”
Among the top mobile operators in the US, AT&T claimed the most mobile video viewers, with 4.4% of subscribers accessing either programmed or on-demand mobile video.
comScore also announced the results of its August Benchmark Study of Mobile Media Consumption. Mobile social networking posted the highest growth, at 8.8%, while photo and video messaging had the highest penetration rate, at 26.3%.
About the survey: comScore M:Metrics delivers mobile market metrics through a monthly survey of mobile subscribers and automated data collection methodologies.