US mobile video subscribers to hit 3.5m in 2010
US mobile video on demand (VOD) and mobile TV active subscribers are set to rise to 3.5 million in 2010, up from 3.1 million in 2009, according to new figures from Screen Digest.
Demand for video services on mobile phones has been boosted by American sports fans’ new-found enthusiasm for the World Cup, it found, spurring a 12.7% increase in subscriptions this year.
Subscribers are expected to continue to expand during the following years, reaching 5 million by 2014.
Ronan de Renesse, senior analyst for Screen Digest, said: “Roused by the success of the American team, US consumers are paying more attention to the World Cup in 2010 than ever before.
“This enthusiasm has extended into the mobile realm, where sports fans are eagerly following the action on their smart phones and other wireless devices. The main reason why mobile video is so appealing for viewing World Cup events is that many of the games taking place during the US work day.
“At the same time, the ubiquity of mobile video makes it perfectly suited to capture the US audience that is unable to watch the games at home.”
Screen Digest forecasts that US subscribers will consume 178.8 million mobile VOD items in 2010, up 31.5% from 135.9 million in 2009.
New research from the IAB and ESPN reveals that 18% of 16-34 year olds with smartphones have downloaded a World Cup mobile app, while 8% of fans are expecting to watch World Cup football on their phones.
And according to a forecast from ABI Research, worldwide mobile TV market revenues are expected to exceed $20 billion by 2015.