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Mobile TV Awareness, Then Adoption

Mobile broadcast TV subscribers will total 155.6 million worldwide by the end of 2012, up from 4.4 million in June 2007, according to Datamonitor's "Opportunities in the Mobile Broadcast TV Market, 2006-2012" report.

Infonetics had estimated previously that paying mobile TV subscribers would total 46 million in 2010. Datamonitor's 2010 estimate is a more aggressive 65.6 million.

eMarketer projects that by 2011 there will be significantly more paying mobile video subscribers than mobile TV subscribers worldwide, largely because of the level of 3G penetration. Specifically, there will be approximately 120 million 3G subscribers who pay a premium on top of their data subscriptions for mobile video clips or streams. There will be nearly 80 million mobile TV subscribers worldwide by 2011.

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Global Mobile TV and Video Get Real

Will we all tune into our phones at the same time?

Infonetics Research's "Mobile Video Devices, Services, and Subscribers" report found that revenue from mobile video is set to increase.

The firm estimated that service provider revenue from mobile video services is expected to triple in 2007, after already growing 317% from 2005-2006 to nearly $200 million worldwide.

Worldwide paid mobile video subscribership for 2010 was estimated to reach 46 million.

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TV Unplugged

"Every member of the mobile video value chain acknowledges that advertising will play a crucial role in developing the channel into a significant consumer service," says eMarketer Senior Analyst John du Pre Gauntt and the author of the new Mobile TV and Video: Big Dreams for the Smallest Screen report. "Unfortunately, nobody is quite sure exactly sure what that means."

Everyone agrees, however, that there is a demand for the service — and it's growing.

eMarketer forecasts that the total number of mobile TV and video subscribers globally will rise from 40 million in 2006 to over 750 million in 2011.

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