Reportlinker Adds Mobile Video and TV in the US: an Assessment

Jan 12, 2010, 09:01 ET from Reportlinker

NEW YORK, Jan. 12 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

Mobile Video and TV in the US: An Assessment

What this report will give you:

  • Analysis of ATSC-M/H mobile TV, including background, technology, roll out, devices, and user forecasts to 2015
  • FLO TV analysis, including background, technology, content, devices and subscribers
  • Comparison between FLO TV and ATSC-M/H, and impacts of ATSC-M/H upon FLO TV
  • Mobile video – hindrances and drivers to take up
  • Mobile video user forecast to 2015 separately for mobile phones, and notebooks and netbooks
  • Mobile video traffic forecasts separately for mobile phones, netbooks and notebooks to 2015
  • Forecasts to 2015 around 3G+ mobile phone, smartphone and Wi-Fi phone ownership, sales, and mobile internet use
  • Analysis of behavior around mobile video and TV
  • Analysis of usage across different types of mobile video services
  • Analyses of personalization and applications
  • Intentions of mobile phone users around mobile TV and video
  • Monetisation, including advertising and subscription
  • Mobile video subscription revenues to 2015
  • Post purchase support

This 33 page report is a thorough assessment of the mobile TV and video markets and behavior in the US. It includes revenue and user projections to 2015, in-depth analysis of challenges and opportunities, and recommendations throughout.

The report is divided into five sections. The first section investigates mobile DTV. It firstly looks at ATSC-M/H DTV in terms of background, roll-out and devices, and moves on to providing forecasts for take-up. It then investigates FLO TV, and proceeds to draw up comparisons and contrasts between ATSC-M/H and FLO TV. Rather than seeing the two as complementary, we explain why they will compete, and we explain why ATSC-M/H will gain greater market share than FLO TV and even throw the future of FLO TV in to question.

The second section focuses upon mobile video via 3G+ networks. It firstly investigates the ways in which mobile TV and mobile video will compete and complement each other. It moves on to investigate reach and hindrances and drivers to take up of mobile video. This is followed by an analysis of behavior and characteristics of users, for example around content consumed and where and how, social networking, media preferences and teenagers. It then looks at services, for example carrier services, MobiTV, 'TV Everywhere', movies, website resources, content aggregators, personalization, applications, and Wi-Fi. The section then moves on to a discussion of content especially designed for mobile consumption.

The third section investigates intentions of non users around mobile TV and video, looking at interest in services, types of programs people are interested in watching, and location.

The fourth section is given over to providing forecasts up 2015 for mobile TV and video around users, devices such as smartphones and Wi-Fi phones, traffic and sales. Included in these are separate forecasts for mobile phones, netbooks and notebooks.

The final section looks at monetisation by investigating subscription, advertising and advertising subsidized subscription model. It then looks at subscription revenues, and provides forecasts to 2015.

Introduction ..5

ATSC-M/H Mobile DTV 6

Background and history .. 6

Technology . 6

Roll out . 7

ATSC devices . 7

ATSC-M/H user forecast via mobile phones 8


Background . 9

Technology . 9

Content . 9

Devices 10

Mobile phones .10

In-Car ..10

Personal Television ..11

Subscribers 11

FLO TV and ATSC-MH content compared 12

Content 12

Local TV vs national TV 12

Competitive to FLO TV rather than complementary 12

Cost ..13

Devices 13

Video 14

Mobile TV and mobile video – complementary or competitive? 14

Mobile Internet Reach .14

Mobile Video Reach .15

Reach of mobile video, and 2015 forecast 15

Audience churn 15

Hindrances to use ..16

Cost ..16

Mobile broadband costs 16

Dissatisfaction .16

Speed and LTE 16

Streaming vs side-loading 17

Culture .17

Behavior .18

Mobile video users – audience composition by age ..18

Viewing time .18

When and where viewed .18

Mobile video and social networking .18

Content viewed 19

Media preferences of mobile video users .. 19

US teens: drivers to mobile video take . 20

Wi-Fi and 3G+ 20

Services .. 21

Dedicated services - MobiTV . 21

Film, and hindrances to take up on mobile phones . 21

TV Everywhere: Mobile video via cable companies 21

Mobile web, aggregators and carrier services .. 22

Personalization and applications: why mobile video will outgrow mobile TV.. 22

Content designed and encoded for mobile23

Intentions of mobile users around mobile TV and video 24

Interest in mobile TV and video .. 24

Mobile TV, mobile video, or both? .. 24

Programs interested in watching via mobile .. 24

Locations where mobile video and TV would be viewed .. 25

Forecasts ..26

Significance of smartphones for mobile video take-up 26

Smartphone ownership forecast .. 26

Mobile internet usage via smartphones .. 27

Smartphone and mobile phone sales forecast .. 27

Wi-Fi mobile phone sale and usage forecasts .. 28

Mobile video users 29

Mobile video users via mobile phones 29

Mobile video users via netbooks and notebooks . 29

Traffic . 30

3G+ video traffic via mobile phones .. 30

3G+ video traffic via netbooks and notebooks . 30

Monetisation .31

Subscription .. 31

Advertising on mobile TV and video 31

Toward a advertising subsidized subscription model .. 32

Revenues .. 32


Figure 1. ATSC-M/H users via mobile phone

forecast 2010-2015 8

Figure 2. 3G+ mobile phone owners forecast 2009-2015 .15

Figure 3. 3G+ mobile internet users via mobile phones forecast 2009-2015 15

Figure 4. Mobile video content viewed 19

Figure 5. Media preferences and behaviours. Mobile video users vs non-mobile video

users 19

Figure 6. What 13-17 year old US mobile video users watch 20

Figure 7. Places mobile phone users watch mobile TV or video 25

Figure 8. Smartphone owners forecast 2009- 2015 .26

Figure 9. Mobile internet users via smartphones forecast 2009-2015 .27

Figure 10. Mobile phone and smartphone sales forecast 2009-2015 ..27

Figure 11. Wi-Fi phones: sales and owners forecast, 2009-2015 .28

Figure 12. Mobile internet video users via mobile phones forecast 2009-2015 .29

Figure 13. Mobile internet video users via mobile phones forecast 2009-2015 . 29

Figure 14. Video traffic via mobile phones forecast (TB per month) 2009-2015 .. 30

Figure 15. Video traffic via notebooks and netbooks forecast (TB per month) 2009- 2015 30

Figure 16. Mobile video subscription revenues .. 33


Table 1. FLO TV channels offered by AT&T and Verizon 10

Table 2. FLO TV and ATSC-MH compared . 12

Table 3. United States mobile broadband cost via dongles 16

Table 4. UK mobile broadband cost (at US$ cost) via dongles 16

Table 5. 3G mobile internet speed comparison .. 17

Table 6. Mobile phone user age composition compared with TV and internet 18

Table 7. Programs mobile phone users are interested in watching via mobile 25

To order this report:

Television Broadcasting Industry: Mobile Video and TV in the US: An Assessment

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Nicolas Bombourg



US: (805)652-2626

Intl: +1 805-652-2626

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