US Mobile Video Revenues Reach $146 Million In Q1
Mobile video revenues in the US totaled $146 million in Q1 2007, growing 198% year on year, according to new research from Telephia.
| Quarterly Mobile Video Revenue Share, Subscriber Size and Penetration Rate (US) | |||
| Measurement | Q1 2006 | Q1 2007 | YoY Growth |
| Mobile Video Quarterly Revenues (in millions) | $49 | $146 | 198% |
| # of Subscribers (in millions) | 3.3 | 8.4 | 155% |
| Penetration (as proportion of all mobile subscribers) | 1.6% | 3.6% | |
| Source: Telephia Mobile Video Report, Survey and Bille Panel Analysis, Q1 2007 | |||
Kanishka Agarwal, vice president of mobile media, Telephia, said: “Within a very short time, the number of mobile video subscribers has grown to over 8 million, comparable with the average audience size for an episode of The Sopranos this season.”
Greg Clayman, senior vice president, MTVN Mobile Media, said: “”As the world’s leading provider of video on the handset, MTV Networks recognizes the vast opportunities at hand for the mobile industry, from the sheer number of handsets out there, to the limitless potential for innovation the technology provides.
“By cultivating an even deeper understanding of consumer behaviours and usage patterns, the industry will continue to build momentum and meet the growing demand for content on the handset.”
Telephia data shows that mobile video audiences are primed for seeing ads on their phones. Video consumers had the highest recall of viewing ads on their phones as compared to all data service consumers, with 55% saying they recalled viewing a mobile ad in the last 30 days.
This is nearly three times the recall rate for mobile data consumers in general. Even more promising, says Telephia, 41% of mobile video consumers recently responded in some way to an ad, an encouraging sign for advertisers.
“Consumers are used to seeing commercials on their TV at home, which has created a learned behaviour that is transferring to mobile TV and making advertising more acceptable,” added Agarwal.
“Nearly half of mobile video users are willing to view ads on their phones in exchange for something, translating into a compelling opportunity for ad-supported mobile content where marketers can target customers with relevant advertising.”
| Mobile Data Consumer Recall Rates for Ads Viewed (US) | |
| Consumer Type | Recalled Viewing an Ad |
| All Data Users | 21% |
| Mobile Video Users | 55% |
| Downloaded Application Users | 43% |
| Mobile Internet Users | 34% |
| Mobile Game Users | 31% |
| Mobile Audio Users | 26% |
| MMS Users | 24% |
| SMS Users | 20% |
| Source: Telephia Mobile Advertising Report, Survey Analysis Q1 2007 | |
Research from Telephia and comScore on mobile v PC-based internet usage published in May revealed that 5.7 million people in the UK used a mobile device to go online during January 2007 compared to the 30 million people age 15 or older who accessed the web from a PC (see 5.7 Million Use Mobile Internet In January In UK).
Meanwhile, a report from Media-Screen said that just 5% of US broadband users (approximately five million) use the mobile internet (see 5% Of US Broadband Users Use Mobile Internet).