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comScore: On-demand, amateur videos popular for mobile

Fri, 10/31/2008 - 8:00am
Traci Patterson

In August, about 6.5 million Americans watched mobile video, according to a new study from comScore. On-demand video was the most popular format, with 3.6 million viewers, and amateur videos (such as those on YouTube) represented the most popular type of content, with 1.3 million viewers, followed by music videos and comedy videos.

On-Demand Video Consumption, by Type,
of Total U.S. Mobile Subscribers – Three-month average ending August 2008

(Source: comScore M:Metrics)

Type of Video

Subscribers

Percent of Mobile On-Demand Video Audience

Amateur Video Clips

1.35 million

37.9 percent

Music Videos

1.22 million

34.5 percent

Comedy Videos

1.18 million

33.2 percent

Movie Trailers

1.07 million

30.2 percent

Full TV/Film

727,000

20.5 percent

Local/National/World News

645,000

18.1 percent

Entertainment/Celebrity News

629,000

17.7 percent

Sports Action or News

603,000

17 percent

TV Highlights

598,000

16.8 percent

Weather Information

581,000

16.4 percent

Among the top operators in the U.S., AT&T had the most mobile video viewers, with 4.4 percent of subscribers accessing either programmed or on-demand mobile video.

Percent of Subscribers Watching Programmed or
On-Demand Mobile Video – Three-month average ending August 2008
(Source: comScore M:Metrics)

AT&T

4.4 percent

Sprint

4.2 percent

T-Mobile

2.4 percent

Verizon

2.4 percent

Music videos are the top choice for programmed mobile broadcast video users, followed closely by full TV shows and films, as well as movie trailers.

"While the most popular forms of mobile TV and video are genres such as music videos and movie trailers which offer short video snacks, the data also show a nascent audience for long-form mobile content such as TV shows," said Mark Donovan, senior analyst at comScore. "At under 3 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."

Mobile Broadcast Video Consumption, by Type,
of Total U.S. Mobile Subscribers – Three-Month Average Ending August 2008

(Source: comScore M:Metrics)

Type of Video

Subscribers

Percent of Mobile Broadcast Video Audience

Music Videos

639,000

32.8 percent

Full TV/Film

622,000

31.9 percent

Movie Trailers

617,000

31.7 percent

Comedy Videos

596,000

30.6 percent

Weather Information

581,000

29.9 percent

Local/National/World News

563,000

28.9 percent

Sports Action or News

561,000

28.8 percent

Animations or Cartoons

473,000

24.3 percent

Entertainment/Celebrity News

458,000

23.5 percent

TV Highlights

425,000

21.8 percent

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