New numbers from comScore show that 6.5 million Americans watched mobile video in August. AT&T, which is the exclusive carrier for the iPhone, was tops among providers, with 4.4 percent of subscribers accessing programmed or on-demand mobile video.
According to comScore, mobile video penetration is now at 3 percent in the United States and the audience is comprised mostly of males 18-34 years old. On-demand video was the most popular format with 3.6 million viewers, and of that, amateur content (read: YouTube) was most popular with 1.3 million viewers, followed by music videos and comedy.
A comScore analyst also noted that while mobile video is all about short-form right now, there is a nascent audience for long-form content such as TV shows.
Chris, do we have international market numbers. I’m curious as to the variance between US and Western Europe or Japanese markets?
Hi Akash,
I can check with comScore.
Chris, do they have data on breakup of usage by source – so, where are the users watching these videos?
[...] 6.5M mobile video watchers [...]