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Mobile TV and Video:
Big Dreams for the Smallest Screen
The good news is that every member of the mobile video value chain acknowledges that advertising will play a crucial role in developing mobile television into a significant consumer service. The bad news is that nobody is quite sure exactly what that means.
The Mobile TV and Video report explores the many directions this quickly developing channel is heading.
The current dominant model is mobile video-on-demand (VOD). Led by the mobile carriers, mobile VOD reaches the user in the form of clips or streams, usually delivered via a 3G network.
A second emerging model is mobile television, which promises a more "TV-like" experience for the end user, with channel changing that mimics the television at home and content similar to what customers receive through large-screen units.
The third mobile TV model is driven by the television and video content providers themselves, who want to own any new distribution channel.
In other words, the market is by no means settled and promises even more twists and turns ahead.
Key questions the "Mobile TV and Video" report answers:
- What is the current state of play for mobile video/TV in North America, Europe and the Asia-Pacific region?
- What are the primary differences between mobile video and mobile TV?
- How are consumers responding to various trials and the first commercial deployments of mobile video and TV?
- What are some potential wild cards for marketers to understand?
- And many others...
eMarketer Reports—On-Target and Up-to-Date
The Mobile TV and Video report aggregates the latest data from a wide range of international marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions—right now.
To download the report to your desktop—click Add to Cart:
The good news is that every member of the mobile video value chain acknowledges that advertising will play a crucial role in developing mobile television into a significant consumer service. The bad news is that nobody is quite sure exactly what that means.
Executive Summary
 Mobile TV and Video Subscribers Worldwide, 2006-2011 (millions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Mobile TV and Video
Mobile TV and Video Subscribers Worldwide, 2006-2011 (millions)
Mobile TV and Video Revenues Worldwide, 2006-2011 (millions)
Mobile TV/Video Overview
Video-on-Demand
Mobile TV
Direct-to-Customer
Emerging Media Formats Implemented Most by Top TV Networks in the US, Q1 2007 (% of top TV networks)
The Global Opportunity
Mobile Phone Function that Consumers in Select Countries Will Use Most Often in the Future, February-March 2006 (% of respondents)
WCDMA Subscribers Worldwide, by Region, Q2 2005-Q2 2006 (thousands)
CDMA2000 1xEV-DO 3G Subscribers Worldwide, September 2002-September 2006
Smartphone Penetration and Usage in Select Countries Worldwide, May 2006 (% of respondents)
Mobile TV Handset Sales Worldwide, by Technology, 2011 (millions)
Mobile TV Phone Sales Worldwide, 2005-2011 (millions and % of total mobile phone sales)
Mobile TV Broadcast Subscribers Worldwide, 2006 & 2010 (millions)
Mobile Video Service Revenues Worldwide, 2005 & 2009 (millions)
Streamed and Broadcast Mobile TV Service Revenues Worldwide, 2006 & 2011 (millions)
North America
Demographic Profile of US Current Mobile Video Users vs. All Mobile Subscribers, Q2 2006 (% of respondents)
Devices on which US Teen Internet Users Would Watch a TV Show, by Age and Gender, June-July 2006 (% of respondents in each group)
Frequency of Mobile Video Usage by US Mobile Video Users, April 2006 (% of respondents)
Mobile Content Adoption among US Mobile Phone Subscribers*, by Age, 2005 (% of respondents in each group)
US Mobile Phone Users Who Own a Mobile Video Phone or Use Mobile Video, April 2006 (% of respondents)
US Mobile Subscribers Who Currently or Possibly Will Access Mobile Phone TV or Video, 2007 (% of respondents)
US Mobile Video Services Revenues, 2005 & 2010 (millions)
US Mobile Subscribers Who Are Interested in Watching Select Types of Mobile Video on Their Cellphones, 2006 (% of respondents)
Select Mobile Entertainment Activities of US Video-Capable Device Owners, April 2006 (% of respondents)
Attitudes toward Mobile Video Advertising among US Mobile Subscribers Who Currently or Possibly Will* Access Mobile Phone TV or Video, 2007 (% of respondents)
Leading Reason that US Mobile Content Users Are Dissatisfied with Mobile TV/Video, Q3 2006 (% of respondents)
Europe
Handheld Digital Video Broadcasting-Handheld (DVB-H) Mobile Phone Sales, Subscribers and Service Revenues in Europe, 2006-2010
TV-Enabled Mobile Phone Sales and Service Renewals in Europe, 2006-2010 (thousands of units)
Internet Users and Mobile Internet Penetration in the US and Select Countries in Western Europe, September 2006 (thousands and % of online population)
Usage of Mobile Services by Mobile Phone and Handheld Mobile Device Users Ages 16-24 in the EU, September-October 2005 (% of respondents)
Features that Internet Users in the UK Have on Their Mobile Phones, August-September 2006 (% of respondents)
Select Media that Internet Users in the UK Stream/Download to Their Mobile Phones, August-September 2006 (% of respondents)
Amount that Internet Users in the UK Would Be Prepared to Pay per Month to Watch Content on Their PC vs. Their Mobile Phone, August-September 2006 (% of respondents)
Mobile Subscribers in Western Europe Who Accessed FIFA World Cup Mobile Content, by Technology, Q3 2006 (% of respondents in each group)
Mobile Subscribers in Select Countries in Western Europe Who Accessed FIFA World Cup Mobile Content, Q3 2006 (% of respondents in each group)
Types of FIFA World Cup Mobile Content Accessed by Mobile Subscribers in Western Europe, Q3 2006 (% of respondents)
Asia-Pacific
Mobile TV Users in the Asia-Pacific Region, 2006-2010 (thousands)
Mobile Video Revenues in Japan, South Korea and the Asia-Pacific Region, 2010 (millions)
China
Mobile Phone Users and Mobile Data Users in China, April-December 2006 (millions)
Mobile Internet Users* in China, by Age and Gender, 2006 (% of respondents)
3G Subscribers in China, 2007-2011 (millions and % increase vs. prior year)
Smartphone Sales in China, Q3 2005-Q4 2006 (millions of units)
Smartphone Sales in China, by Price, Q1-Q3 2006 (% market share)
Digital Multimedia Broadcasting Network-Based Handheld TV Users in China, 2006-2010 (millions and % increase vs. prior year)
Mobile Telecommunication Network-Based Handheld TV Users in China, 2005-2010 (thousands and % increase vs. prior year)
India
Mobile Phone Subscribers in India, June-December 2006 (millions)
Affluent Consumers in India Who Own Mobile Phones with Internet Access, Q2 2005 & Q2 2006 (% of respondents)
Japan
Mobile TV Services Currently Offered in Japan and South Korea, 2005-2006
South Korea
Mobile TV Users in South Korea, 2006 & 2012 (millions)
Wild Cards
Adoption Rate* for Mobile Phone Video Capture in the US, Canada and Select Countries in Western Europe, 2006
Select Mobile Community and User-Generated Content Service Users Worldwide, 2006 & 2011 (millions)
Mobile Phone Users Worldwide Who Submit Video Clips to User-Generated Content (UGC) Services* from Mobile Phones, 2006 & 2011 (millions)
Mobile Community Revenues Worldwide, by Service, 2006 & 2011 (millions)
Top Five Websites Where UK Mobile Phone Users Upload User-Generated Content from Their Mobile Phones, Q3 2006 (% of respondents*)
Top Five Websites Where US Mobile Phone Users Upload User-Generated Content from Their Mobile Phones, Q3 2006 (% of respondents*)
Mobile Phone Subscribers Ages 13-24 in Select Countries in Western Europe Who Use User-Generated Content and Social Networking Applications* on Their Phones, October 2006 (% of respondents)
US Mobile Phone Subscribers Ages 13-24 Who Use User-Generated Content and Social Networking Applications* on Their Phones, October 2006 (% of respondents)
Related Information and Links
Overview of Mobile Broadcast Standards
Related Links
Contact
Report Contributors
About eMarketer
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The good news is that every member of the mobile video value chain acknowledges that advertising will play a crucial role in developing mobile television into a significant consumer service. The bad news is that nobody is quite sure exactly what that means.
360i
Analysys International
Arthur D. Little
Bloomberg News
CCID Consulting
CDMA Development Group (CDG)
China Internet Network Information Center (CNNIC)
comScore Inc.
Consumer Electronics Association (CEA)
eMarketer
e-Media Institute
Entertainment Media Research
European Interactive Advertising Association (EIAA)
Exane BNP Paribas
Frost & Sullivan
Infonetics Research
Informa Telecoms & Media
In-Stat
International Communications Research (ICR)
Juniper Research
JupiterResearch
Los Angeles Times
M:Metrics, Inc.
Ministry of Industry and Information Technology (MIIT) - People's Republic of China
Mobile Entertainment Forum (MEF)
Mobile Marketing Association (MMA)
Nokia
NTT DoCoMo
Olswang
Synovate
Telecom Regulatory Authority of India (TRAI)
Telephia
The NPD Group
TU Media Corp. - Republic of Korea
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