The increasing availability of mobile handsets capable of receiving free-to-air analogue and digital terrestrial TV signals will adversely impact the prospects for dedicated mobile broadcast TV networks, according to a new report from Juniper Research.
While the report says that more than 330 million mobile users worldwide will own broadcast TV-enabled handsets by 2013, less than 14% will opt for mobile pay TV services. Although mobile broadcast TV will generate global annual end-user revenues of $2.7 billion by 2013, this level is markedly lower than previously forecast.
Dr Windsor Holden, report author, said: “The development of terrestrial TV-capable receivers with comparatively low power consumption, and the availability of these receivers in mass market handsets, throws into question the business case for the deployment of a dedicated network in many markets.”
The report also found that in terms of end-user revenues, the US will be the largest single market for mobile broadcast TV services in 2013, followed by South Korea and China.
4th Screen Advertising recently revealed 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).
Respondents were happy with the trade-off of watching a mobile pre-roll ad in exchange for free video content, especially males and the younger audience. Eighty-eight percent said they were happy to have video ads if it meant they could watch free video.
At the start of the year, ABI Research forecast that mobile TV subscribers will reach 462 million over the next five years (see Mobile TV Subscribers To Number 462m By 2012).
Related Links
