07.19.2011 01:10 PM
In-Stat: Mobile Video Consumption to Surpass 693 Billion Minutes by 2015
SCOTTSDALE, ARIZ.: Mobile video consumption is a rapidly developing
market. Although many mobile video products have only recently launched, providers
are experiencing significant growth in usage rates. According to In-Stat survey
results, nearly two-thirds of smartphone owners have watched video on their device,
while nearly 86 percent of tablet owners have done so.
While the propensity to watch full-length premium video is only a portion of these
viewers, these numbers indicate the potential market demand, In-Stat said. These
examples are indicative of a larger trend of strong growth in mobile video consumption
worldwide. New In-Stat research forecasts mobile video consumption to surpass 693
billion minutes by 2015.
“As content restrictions are liberalized and the proliferation of smartphone and
tablet devices continues to expand, so too will mobile video consumption,” In-Stat’s
Amy Cravens said. “However, it is important to note that the consumption differs
significantly between smartphones, tablets, and notebook/netbooks. Differences include content length, content genre,
and content acquisition. Content providers need to customize their offerings by
Some of the research findings include:
~ There are significantly more smartphone viewers than tablet viewers currently.
However, the gap will narrow in coming years.
~ Tablet viewer watch more video and are willing to pay a higher price for that
video compared to smartphone viewers.
~ The majority of video access is occurring in a non-mobile environment, often in
the home, particularly for tablet devices and in the consumption of long-form video.
~ The largest barriers to mobile video growth are those erected by content owners,
followed by network capacity issues.