QuickPlay Media, a provider of mobile TV and video solutions, today revealed the findings of its latest quarterly consumer consumption analysis. The results-aggregate usage statistics from 15 representative QuickPlay-enabled services over the fourth quarter of 2008- are said to demonstrate that mobile users continue to show 'tremendous interest' in streaming and downloading mobile TV and video content.
The findings, compiled from 1st October through 31st December, 2008, revealed that the number of streams viewed in the fourth quarter of 2008 more than doubled from the previous quarter. Downloads also experienced momentum over this timeframe, with the average number of downloads per user increasing by approximately 50 per cent.
The growth in consumption of streams can be largely attributed to the launch of popular new services, in particular YouTube content available on Telus Mobility. A decline in streams per user, which occurred over this same period, can be linked to the growing adoption of live TV services that tend to generate longer views but fewer streams.
Video Streams
* Total live TV and video streams viewed grew 118% from Q3 to Q4 2008, compared with a 27% increase from Q2 to Q3
* Total streams per user dropped slightly to 17.4 in Q4 from 19.3 in Q3
* Average stream duration in Q4 2008 was slightly longer at two minutes and 48 seconds when compared to two minutes and 47 seconds in Q3
Video Downloads
* Average download per user experienced its best quarter of 2008 with an average of 6 per user vs. 4.1 per user in Q3
* Total video downloads showed an increase of 73% from Q3 to Q4 vs. 87% from Q2 to Q3
In addition to the figures above, consumers continued to show preferences in the types of content they stream and download, says QuickPlay. Popular live TV streaming genres were news, music video, most-watched television programs and weather, while video streaming favourites included music and movie previews. For downloads, music, sports and comedy represented some of the top categories.
"The positive results show mobile entertainment continues to be one of the bright spots in the current economy," said Wayne Purboo, president and CEO, QuickPlay Media. "Consumers remain willing to pay for high-quality entertainment services. In 2009, we expect to see mobile operators continuing to focus on mobile data services as it gives them an effective way to protect ARPU by delivering added value to their cost-conscious subscribers. For mobile TV and video services, this should result in increased promotional activity and more attractive pricing options that stimulate service trial and adoption."
"While the downturn is expected to have a negative impact on wireless content and entertainment spending, we do anticipate that the industry will still experience growth– but at a slower pace," said Lewis Ward, research manager, wireless communications research at IDC. "To remain profitable, providers will not only increase their efforts to collaborate with technology partners to deliver engaging data, but they will also adjust their pricing and business models to encourage consumer take up."