News
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 |
More Broadband Direct:
• FCC says TWC must carry MASN
• Cable stocks stage a modest comeback
• BigBand Networks posts solid third-quarter results
• Charter announces final results of $100M tender offer
• SCTE Foundation announces board members
• Report: Network management pays
