The approaching switchover digital television broadcasting in the US, UK, and other major countries will create an unprecedented opportunity for the mobile TV market, according to a new study from ABI Research.
Following the switchover, traditional and mobile TV broadcasters and cellular operators in many regions will launch mobile TV services attracting over 500 million viewers by 2013, forecasts ABI.
Jeff Orr, ABI Research senior analyst, said: “Mobile TV users have yet to value the medium properly because it has not been validated as an independent product and service.
“It has been primarily offered at the end of a long list of more preferred cellular services. However, mobile TV will soon be positioned in a more proper role as an extension of traditional broadcast TV services.”
ABI Research believes the timing of the market’s emergence is good. As 2009 progresses, signs of economic optimism may emerge, and allow the fledgling industry to establish a foothold before the holiday shopping season.
comScore M:Metrics published figures at the end of last year which revealed that a total of 6.5 million Americans tuned into mobile video in August 2008 (see 6.5m Americans watched mobile video in August).
The study found that on-demand video was the most popular format, with 3.6 million viewers.,/p>
In other research, 4th Screen Advertising found that almost nine out of ten (88%) UK mobile phone users are happy to receive pre-roll mobile ads in return for free content (see Mobile Users Happy To Receive Ads For Free Content).
Related Links
