Mobile Video Continues Growth Pattern

In a December 8 eMarketer article "Online Video Viewing Passes 50% of Total US Population", mobile video usage was highlighted. eMarketer shares that mobile video adoption is poised to continue on a steep upward path for at least the next four years due to smartphone adoption, competition among operating systems and the continuity of content across devices.

“As tablets attract a larger share of video viewing, smartphones are benefiting because most tablet users also own smartphones and typically have the same apps on both devices,” said Paul Verna, eMarketer senior analyst. “With more video content flowing to these apps, users are choosing their preferred screen at any given time. Often this means toggling between tablets and smartphones, or between laptops and any number of entertainment devices.”

In 2011, US smartphone viewers represent 90 percent of the mobile video population, according to eMarketer estimates. By 2015, this percentage will rise to 98.5 percent.

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Mobile Video Becomes A Reality

According to data released by Bytemobile, mobile video became the dominant form of mobile data traffic during 2010 with more than 40 percent of total volume in wireless networks.

Specifically, the report predicts that:
>In 2011, mobile video will account for more than 60% of network traffic up from 40% in 2010
>Video communications will dominate, which will result in just 10% of consumers using 90% of the total network traffic

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Study: Mobile Video Ads Outperform Online Significantly

A study by Rhythm NewMedia confirms that mobile video advertising is performing significantly better than online.

The key finding that supports Rhythm’s claim is that the mobile video retention rate is superior to online. In fact, Rhythm found that the viewer retention rate after 60 seconds was 81 percent on its mobile ad network, versus 55 percent online.

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eMarketer: Mobile Content Revenues to Top $3.5B in 2014

Mobile content revenues in the U.S. will increase from less than $1.15B in 2009 to over $3.53B in 2014, a compound annual growth rate of nearly 20 percent, according to a new forecast issued by digital intelligence firm eMarketer.

Citing ongoing penetration of smart devices (including tablet units like Apple's iPad), and the increasing ubiquity of mobile broadband networks as catalysts behind the anticipated revenue growth, eMarketer adds that an improved user experience and access to cloud-based content also will attract new mobile content consumers in the years ahead.

eMarketer adds that the mobile video audience will grow threefold during the forecast period, buoyed by improved devices, expanded mobile broadband availability and offdeck viewing options, with revenues surging from $436M in 2009 to $1.34B in 2014.

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Brands can use mobile video ads to complement TV spots

Research released by Rhythm NewMedia reveals that mobile video advertising can be used as a complement to television campaigns. Data reflects ads that have achieved more than 250 million average monthly content views on iPhone, iPod touch, iPad and Android devices in the United States.

News Over Wireless supports mobile video ads for its partners.

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Pepsi drives participation in multichannel campaign with mobile video ads

PepsiCo is driving awareness and participation in its "Pepsi: The Game" program via a mobile video campaign in India.

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Nielsen: Teens Viewing 7 Hours of Mobile Video Per Month

In its latest report, Nielsen shared that consumers are viewing an average if 2 hours of mobile video per month with teens viewing 7 hours.

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My Local TV Pop Up Promotion on Sprint TV

Yesterday, the My Local TV video channel was featured in a pop up message to Sprint TV users. All News Over Wireless partners that provide video are included in this video channel.

Yahoo predicts 'exponential' growth in mobile advertising

On December 3 at the Reuters Global Media Summit, Yahoo shared their expectations for "exponential" growth in mobile advertising.

"If you just look at the growth rates on mobile, they're incredible, they're extraordinary, but you have to just remember that they're starting with a small base," said Hilary Schneider, executive vice president of Yahoo North America.

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iPhone Users: Older, Watch More Video

In April, Nielsen Mobile estimated that there were 6.4 million active iPhone users in the U.S., up from 2.1 million in the same time in 2008.

The same research indicates that more than half of iPhone users are over 35 years old.


Some other characteristics of iPhone users are listed below.

• 37% watch mobile video.
  
• 45% have household incomes of $100K+.
  
• 98% use data features.
• 88% use the Internet.
  
• 75% download apps.

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Mobile video market to grow five-fold by 2014

C-Net News reports that mobile video and TV services subscribers are expected to grow to 534 million by 2014. This information comes from a report issued by Pyramid Research. The predicted growth is attributed to increased bandwidth, lower data costs and more advanced handheld devices.

While much of the demand will stem from Europe and Asia, Pyramid estimates that the U.S. will earn $16 billion by 2014 from mobile video.

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Demand for mobile video grows steadily

QuickPlay Media's study of their Q1 usage data revealed that mobile television and video continue to grow steadily. News, sports and music were noted as the most popular categories.

“Driving demand from consumers and increased adoption of smartphones has caused the penetration of customers using mobile video on smartphones to be 4 times higher than on a regular device,” said Tina Kaichis, director of marketing communications and channel marketing at QuickPlay, Toronto.

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News Over Wireless provides partners with mobile video capabilities via video channels on Sprint TV and Verizon V CAST, mobile web, iPhone apps and premium applications.

Nielsen: Mobile Video Usage Continues to Grow

Nielsen's latest A2/M2 Three Screen Report reveals that mobile video usage continues to grow as does TV and and Internet video viewership. Those who use mobile video reportedly watch close to 4 hours per month on mobile phones and other devices.

This Q4 2008 data shows viewership saw a 9 percent increase to 11 million Americans versus Q3 and is attributed to the amount of mobile content available and growing popularity in mobile video as a viewing option. The time users spent watching mobile video increased by 2 percent over Q3.

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Nielsen: 11 million Americans watched wireless video in Q4

Nielsen reports 11 million Americans viewed wireless video during Q4 2008, an increase of 9 percent from Q3. Video users spent an average of three hours and 42 minutes watching mobile TV per month which is a 2 percent increase compared to the previous quarter.

News Over Wireless (NOW) and its media partners currently offer mobile video to consumers through various channels.

• Mobile web sites
• Subscription applications (on-deck with major carriers)
  
• Video channels (Verizon V CAST and Sprint TV)
• iPhone apps
  

NOW also helps partners monetize mobile video by enabling pre-roll video opportunities.

Read more about Nielsen's findings

Mobile Video Growth Continues

MediaWeek published an article about the growing popularity of mobile video, including long-form videos. Data from Nielsen suggests that many watching mobile videos are actually watching their favorite TV shows on their handsets. This breaks from the idea that users prefer short video clips; however, NBC and CBS both "chapter" long-form videos to make for a better user experience.