US Mobile Video Usage Passes 10 Million Customers

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DesignGuy

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US Mobile Video Usage Passes 10 Million Customers

posted on Jan 13, 2009 05:24AM

Here is a recent article on the mobile video market. I hope RG provides an update during today's CC to the status of Avot (previously request by Milestone, much appreciated!), specifically guidance regarding Avot's current position in the market and their future expectations for market penetration and profitable operation.

I have "bolded" a few noteworthy items that suggest the market is growing well in many countries, overwhelmingly through web browser interfaces. I find the comment regarding the large majority of viewers being satisfied with their mobile video experience a bit curious, meaning if it is true, Avot's benefit of providing a "better" experience by way of more consistent playback may be somewhat moot as a marketing advantage. We'll hopefully see that this is not the case.

This is a large (eventually) but highly competitive market, and my hope is that we have made a wise investment in Avot toward securing a profitable portion of it.

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A recent report from Neilson Mobile says that there are now 10.3 million mobile phone subscribers in the USA accessing mobile video content each month - which is still lagging adoption rates when compared to other mobile media.

Of the 11 mobile video markets tracked by Nielsen, penetration of mobile video consumption is highest in the U.S. at 5 percent, followed by France and Italy, where 4 percent of mobile subscribers access mobile video each month. The most popular means of mobile video consumption is mobile Web video: 66 percent of mobile video users say they consume their mobile video through mobile Web.

The profile of mobile video users is broad enough to not merely classify this medium as a young, affluent man’s medium. Though the audience skews young, Neilson says that it finds an audience for mobile video content across the demographic spectrum.

Unsurprisingly, Apple’s iPhone is the most popular phone for mobile video consumers - as of Q3 2008, already 11 percent of all streaming video users were using an Apple iPhone.

As of Q3 2008, NBC is the most watched mobile video brand in the U.S., and 4.7 million mobile video users watched NBC-branded mobile video entertainment in the typical month in the third quarter - 46 percent of the overall mobile video audience. Comedy makes the most popular mobile video content: 40 percent of mobile video viewers in Q3 2008 said they had watched comedy content, at an average of 10 minutes per session.

Finally, 71 percent of mobile video viewers said they were satisfied with the mobile video experience.