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Summary:

The company finds that mobile users watch live events presented on mobile platforms ten times more often than well-produced recaps.

What kinds of video are people watching on their mobile devices? According to John Smelzer, senior vice president and general manager for mobile at Fox Interactive Media, live video.

“It’s all about live,” said Smelzer during a Q&A at the Billboard Mobile Entertainment Live conference in San Francisco. Smelzer said that for FOX properties like FOX Sports, MySpace, American Idol, etc., any live video they put up, like a press conference, is watched 10 times more than a well-produced highlights package. Even programming that appears immediately after a show is broadcast, like American Idol, doesn’t perform as well as live video.

What makes this more remarkable is that there is no messaging that drives users to the live video, it’s something viewers just find on their own.

  1. hard to believe. can you post a link to an example?

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  2. An example of live streaming on a mobile device? Here in the States? Off-deck? Catch me at Web 2.0 next week and I’ll show you one.

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  3. The business of barriers to consumption…

    The root of a successful digital video platform play is embracing an event where there is a known, well visible, barrier to consumption. With MLB, it is time of games and the frequency with which gam……

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  4. [...] Interactive also seems to understand their consumer; NewTeeVee reports that their SVP of Mobile says Live has been a success on mobile. Not really a surprising result; [...]

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  5. [...] Sony Ericsson next to jump on the unlimited downloads bandwagon [Shiny Shiny] Following in Nokia’s footsteps, Sony Ericsson now “comes with music” as well, adopting a subscription-based music models for their mobile phones. Its a bandwagon alright, but only time will tell if enough consumers jump on. [...]

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  6. [...] Sony Ericsson next to jump on the unlimited downloads bandwagon [Shiny Shiny] Following in Nokia’s footsteps, Sony Ericsson now “comes with music” as well, adopting a subscription-based music models for their mobile phones. Its a bandwagon alright, but only time will tell if enough consumers jump on. [...]

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