Mobile TV Audience Grows 45% in Q2 2006

The USA based Mobile TV audience grew 45% to 3.7 million subscribers in Q2 2006, according to Telephia. Total quarterly mobile TV revenues increased to US$86 million last quarter, an increase of 67 percent since Q1. Telephia also launched the inaugural results of their Mobile TV Diary Report, which provides research on mobile TV viewership, revenue performance, demographic profiles, behavioral measures, and advertising preferences. Telephia's research on Mobile TV includes measurement of both streaming TV and video-on-demand services.

"Mobile TV is the fastest growing wireless data service and marketers are working quickly to figure out how they can capitalize on what has the potential to be the most important new form of media since the advent of the Internet," said Tamara Gaffney, Director of Product Management, Telephia.

News Channels ABC News and CNN Climb to the Top

Among all mobile TV users, ABC News was the most watched mobile TV channel in Q2 2006, securing 40 percent of the total mobile TV audience. Thirty-two percent of the total mobile TV audience watched The Weather Channel, while Fox Sports and ESPN followed closely with 31 and 29 percent, respectively. Fox News grabbed 22 percent of the total mobile TV audience. In terms of access reach, which is the percentage of people who watch relative to those who had access to the channel, CNN secured the top spot with 65 percent of mobile TV users with access to CNN (see Table 2). The Weather Channel had the widest distribution with an access rate of 82 percent.

Mobile TV Channels Ranked by Share of Total Audience

"News and information is the killer app for mobile television. With just a quick flip of their phone it gives consumers instant gratification," added Gaffney. "Now consumers can access breaking news from the airport, car wash, dentist, kid's soccer game, whenever they are away from home. Consumers want television at their fingertips."

"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."

Mobile TV Channels Ranked by Coverage Area Reach

Source: Observed rankings from the Telephia Mobile TV Diary Report, Q2 2006. Difference in ranking may not be statistically significant."

Posted to the site on 12th September 2006