Mobile Phone TV Users to Reach 15 Million in the US by 2009

eMarketer: Ten years ago, it was the Internet that threw the telecom, media and marketing worlds into chaos. Starting next year, it will be the mobile phone, .

The number of US consumers who watch TV programming on mobile phones will rise to 15 million in 2009, up substantially from only 1.2 million this year.

Mobile video and audio entertainment are bringing new energy to the US wireless business, telecommunications and entertainment companies are placing big bets on content appearing on mobile phones. Entertainment content could offer mobile carriers a rich new revenue stream — and mobile phones could provide a compelling new platform for media companies and marketers. Mobile video will present some of the most compelling mobile entertainment marketing opportunities. Just as online video advertising has taken off because of the way it blends video's high brand engagement with the Internet's interactive, tracking and targeting capabilities, so too will marketers be drawn to mobile video advertising."

But while the future looks promising, today's usage of mobile entertainment in the US is currently very minimal. M:Metrics data from October 2005 reveals that fewer than 10% of US mobile subscribers had used their phone's browser to get news and information, send a photo message or purchase a ringtone. Fewer than 5% had purchased wallpaper or a screen saver or downloaded a mobile game. Do US consumers want to be entertained by their mobile phone? That's the billion-dollar question. Many US mobile phone users think their phone is just fine for talking, and that's about it. Plus, there are significant technology and standards barriers to overcome. Mobile Entertainment report. Publ 20051215 Mobile video? Answers, Ericsson White paper Red Viking