A total of 6.5 million Americans tuned into mobile video in August, according to new figures from comScore M:Metrics.
The study found that on-demand video was the most popular format, with 3.6 million viewers. With 1.3 million viewers, amateur videos, such as those on YouTube, represent the most popular style of content, followed by music videos and comedy videos.
| On-Demand Video Consumption, by Type, Three-Month Average Ending August 2008, Total US Mobile Subscribers |
| Source: comScore M:Metrics |
| Type of Video |
Subscribers (000) |
% Mobile On-Demand Video Audience |
| Amateur Video Clips |
1,346 |
37.9% |
| Music Videos |
1,224 |
34.5% |
| Comedy Videos |
1,179 |
33.2% |
| Movie Trailers |
1,074 |
30.2% |
| Full TV/film |
727 |
20.5% |
| Local/National/World News |
645 |
18.1% |
| Entertainment/Celebrity News |
629 |
17.7% |
| Sports Action or News |
603 |
17.0% |
| TV Highlights |
598 |
16.8% |
| Weather Information |
581 |
16.4% |
Music videos are the top choice for programmed mobile broadcast video users, followed closely by television shows or films and movie trailers.
| Mobile Broadcast Video Consumption, by Type, Three-Month Average Ending August 2008, Total US Mobile Subscribers |
| Source: comScore M:Metrics |
| Type of Video |
Subscribers (000) |
% Mobile On-Demand Video Audience |
| Music Videos |
639 |
32.8% |
| Full TV/film |
622 |
31.9% |
| Movie Trailers |
617 |
31.7% |
| Comedy Videos |
596 |
30.6% |
| Weather Information |
581 |
29.9% |
| Local/National/World News |
563 |
28.9% |
| Sports Action or News |
561 |
28.8% |
| Animations or Cartoons |
473 |
24.3% |
| Entertainment/Celebrity News |
458 |
23.5% |
| TV Highlights |
425 |
21.8% |
A report from Juniper Research published last month said that more than 330 million mobile users worldwide will own broadcast TV-enabled handsets by 2013. However, less than 14% are expected to opt for mobile pay TV services (see Mobile Broadcast TV Revenues To Be Hit By Free To Air Services).
An earlier study from Nielsen Online found that entertainment, games and video sites are the most popular websites with people under the age of 23 in the UK (see Entertainment, Gaming And Video Sites Are Most Popular With Young People).
The study showed that entertainment sites have the greatest affinity with under 12 year-olds, while gaming sites are the most popular with 12-17 year-olds and finally, student and video sites came out on top with 18-22 year-olds.
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