Video Makes it Big on the Small Screen in Europe
Wednesday, September 29th, 2010On-Demand Programme Viewing on Mobile Devices Grows 99 Percent in Past Year
LONDON, U.K. — comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from its comScore MobiLens service showing that the number of people viewing video on mobile devices has increased 66 percent in the past year to 12.1 million mobile consumers across the EU5 countries (U.K., France, Germany, Spain and Italy).
The U.K. and Italy each boast 2.7 million mobile video consumers, up 75 percent from July 2009 in the U.K. market and up 55 percent in the Italian market. Spain is demonstrating the fastest growth, with mobile video consumption up 90 percent in the past year to 1.7 million subscribers.
Mobile TV/Video Consumption by European Country July 2010 vs. July 2009 (3 Month Avg.) Total EU5 (U.K., DE, FR, ES and IT), Age 13+ Mobile Subscribers Who Watched TV/Video On Mobile Phone Ever In Month (000) --------------------------------------- Jul-09 Jul-10 % Change -------- -------- -------- EU5 7,292 12,122 66% U.K. 1,553 2,712 75% Italy 1,750 2,711 55% France 1,684 2,570 53% Germany 1,416 2,438 72% Spain 890 1,691 90%
Source: comScore MobiLens
On-Demand in High Demand
On-demand video/TV programming in particular experienced substantial growth in the past year, up 99 percent since July 2009, with 5.2 million mobile owners across Europe viewing such content. Viewing broadcast TV programming is also on the rise, up 70 percent to 3.5 million subscribers.
Mobile TV/Video Consumption July 2010 vs. July 2009 (3 Month Avg.) Total EU5 (U.K., DE, FR, ES and IT), Age 13+ Mobile Subscribers Who Watched TV/Video On Mobile Phone (000) ------------------------------ Jul-2009 Jul-2010 % Change -------- -------- -------- Total Audience: 13+ yrs old 226,500 230,500 N/A Watched TV and/or video on mobile phone ever in month 7,292 12,122 66% Watched any programmed mobile TV/video 4,265 7,819 83% Watched Broadcast TV programming 2,041 3,469 70% Watched On-demand video or TV programming 2,630 5,224 99% Watched any TV/video sideloaded to phone 4,082 6,210 52%
Source: comScore MobiLens
“The era of ‘video-on-the-go’ has finally arrived,” says comScore European VP Mobile, Jeremy Copp. “We’ve seen major developments throughout the mobile space – in networks, in devices and in software and applications – and now we’re seeing the result: a rapidly growing audience of consumers accessing video on their mobiles, be it broadcast, on-demand or sideloaded.”
Smartphones Drive Mobile Video Trend
Across the EU5 countries, two out of every three people who viewed mobile TV/video were smartphone owners. In the U.K. 80.2 percent were smartphone owners to lead all EU5 countries, followed by Spain (71.7 percent) and France (67.7 percent).
Mobile TV/Video Consumption on Smartphones July 2010 (3 Month Avg.) Total EU5 (U.K., DE, FR, ES and IT), Age 13+ Smartphone Subscribers Proportion of Total Who Watched TV/Video On Viewers viewing on Mobile Phone (000) Smartphone (%) ----------------------- ------------------- EU5 8,208 67.7% U.K. 2,174 80.2% Italy 1,752 64.6% France 1,741 67.7% Germany 1,329 54.5% Spain 1,212 71.7%
Source: comScore MobiLens
“Smartphone owners are clearly driving the mobile video trend, an indication that more growth is on the horizon as an increasing number of smartphones hit the market,” Mr. Copp continued. “We’ve also seen that recent releases such as Apple’s iPad and Samsung’s Galaxy Tab are designed to offer an incredible video experience, and when coupled with services such as the BBC iPlayer for mobile, make this an extremely interesting sector to watch.”
Latest News
- Tata Motors selects HARMAN Automotive's in-vehicle app store
- Media Distillery to power Swisscom ad-free replay product
- MagentaTV strengthens addressable TV business with Equativ
- Deutsche Telekom selects Broadpeak Cloud DVR solution for MagentaTV
- Nexxen empowers Australian advertisers using VIDAA ACR data
- TargetVideo integrates AI for video content categorization