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Research
Mobile video continues to grow
August 19th, 2010 -
Photo: TechCrunch
One of the major factors behind ever more congested mobile networks has been the growth in use of video by 3G subscribers, with some analysts predicting that video will take up more than 60 per cent of network resources by 2013. According to e-Marketer, mobile video viewers in the US will grow nearly 30 per cent in 2010.
Operators’ response to this problem has been to invest in new infrastructure, offload data to Wi-Fi, enforce fair usage clauses and make the move to tiered pricing. However, the capex and opex costs associated with this mobile data growth – particularly video – is significant.
It’s an issue that will continue at the forefront of operators’ minds as video becomes an increasingly used service on smartphones. Indeed, Rhythm NewMedia’s quarterly Mobile Video Advertising Report offers some fascinating insights into the growing market.
For example, on Android devices, mobile video viewing occurs mostly on 3G networks with 72 per cent over 3G and 28 per cent over Wi-Fi. For iPhones, mobile video viewing is split more evenly, with 56 per cent over 3G and 44 per cent over Wi-Fi. The conclusion draw is that operators with a heavy penetration of Android devices will look to enforce fair usage clauses and encourage greater offload to Wi-Fi networks, which reduces the cost per bit of data.
Users are also consuming more video per session than ever before, with viewing time for full episodes increasing 20 per cent quarter over quarter. One example Rhythm cites is that after starting to view a full length episode (typically 45 minutes), 26.5 per cent watched the entire episode and 41 per cent watched at least half of the episode.
Perhaps the days of mobile shorts are now truly over?
Rhythm’s report provides Q2 2010 mobile video advertising metrics from the Rhythm mobile advertising network. Data reflects ads shown over 325 million average monthly views in Q2, on iPhone, iPod Touch, iPad and Android devices in the US market. The data is based on ad campaigns from over 75 Fortune 500 brands.
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