eMarketer has made some predictions on the growth of mobile TV in the US. “While video on mobile phones is enjoying healthy usage worldwide, only three million U.S. users will watch any sort of video on their phones in 2006, says the report. Paid services that deliver premium video clips or live TV have only been adopted by between 300,000 and 400,000 users…But by 2009, 36 million users will be watching video on their phones, according to eMarketer. Yet while video gains in popularity, the number of users willing to subscribe to paid premiums services will remain less than 10 million.”
However, John du Pre Gauntt, the eMarketer senior analyst who authored the report, said that neither carriers or content owners have cracked the business model for mobile TV…which isn’t helpful for marketers, which are trying to work out how to use the new medium.
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