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.