The US mobile television audience grew 45% to 3.7 million subscribers in the second quarter of 2006, according to new research from Telephia.
In addition, the research shows that total quarterly mobile TV revenues increased to $86 million last quarter, an increase of 67% since Q1.
Amongst all US mobile users, ABC News was the most watched mobile TV channel in Q2 2006, securing 40% of the total mobile TV audience.
A recent report from Informa Telecomms and Media said that advertising over mobile TV will be the most lucrative sector within the nascent mobile advertising market, worth almost $4.4 billion by 2011 (see Mobile Ad Market To Reach $11 Billion By 2011).
Tamara Gaffney, director of product management at Telephia, said: “Mobile TV is the fastest growing wireless data service and marketers are working quickly to figure out how they can capitalise on what has the potential to be the most important new form of media since the advent of the internet.”
Gaffney added: “News and information is the killer app for mobile television. With just a quick flip of their phone it gives consumers instant gratification.”
“While still in its nascent stages, mobile TV shows significant and unique promise given the ability of the consumer to shift viewing from location to location,” continued Gaffney. “As seen with ABC News, Fox Sports and The Weather Channel, securing the widest distribution and coverage remains a primary objective. Additionally, channels that deliver trusted, branded content, as seen with CNN, ensure high viewership will continue after launch.”
In August, IMS Research released a study that said that by the end of 2011, nearly half a billion people will be watching TV on their mobile phone handsets (see VoIP Market Up 6% In Q2 2006).
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