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Mobile Video Service Subscriptions to Grow Five-Fold by 2014
|05 июня 2009|
The global number of users paying for mobile video services will grow five-fold from 2008 to 2014, surpassing 534 million, with a substantial proportion of mobile net additions coming from emerging markets, according to the latest report by Pyramid Research.
In Mobile Video Services: A Five-Year Global Market Forecast, Pyramid Research analyzes the adoption and revenue opportunity for mobile video services, which include paid video clips, music videos, TV episodes, TV programming, and movies. In examining mobile video business models, the 82-page report focuses on customer-facing commercial offers and the provisioning, pricing, and content strategies of mobile operators. It forecasts uptake and revenue through 2014, both globally and by region. Developments and opportunities related to 3G and 4G networks, mobile TV broadcasting, downloading, streaming, side-loading, content, data usage, smartphones, and other devices are also discussed in the report. It examines market environments, regulatory influences, and operator strategies through seven country case studies: Brazil, Chile, China, India, Italy, Japan, and the U.S.
Video is increasingly making its way into the mobile space across developed and emerging markets. "Pyramid Research estimates that the global number of users paying for mobile video services directly delivered to their handsets will grow five-fold from 2008 to 2014, surpassing 534 million at the end of the period," says Derek Medlin, senior analyst at Pyramid Research and author of the report. "This is equivalent to 8.5 percent of all mobile subscriptions, up from the current 2.5 percent level," he adds.
"The availability of improved devices and networks are contributing to a higher level of adoption and spending on mobile video services," says Medlin. "Pyramid Research believes that a substantial proportion of mobile net additions in the next five years will come from emerging markets, especially in Asia/Pacific, and will drive a 37 percent growth in total mobile subscriptions from 2009 to 2014," he explains. Markets such as Japan, Hong Kong, and South Korea already lead in terms of mobile video penetration of subscriptions, but Pyramid also expects important uptake in India in the next five years.
"Looking ahead, Asia/Pacific will remain in the top spot, attaining more than 281 million subscriptions by 2014, although we expect Latin America to grow at the fastest pace, increasing at a CAGR of 39 percent from 2009 to 2014," Medlin says. "Because of intense competition in the video market, operators have to be creative when launching new services; to meet surging demand for video, mobile players are making network upgrades, reducing data charges, improving content, and offering more advanced handsets," he adds.