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Mobile broadcast TV will reach almost 120MM users by 2012
Date: 27/10/2007
Nearly 120 million mobile users in more than 40 countries are expected to receive broadcast TV services by 2012, compared with less than 12 million in 2007, with DVB-H the dominant transmission standard, according to a new report from Juniper Research.
However, the report cautions that services face significant technological and regulatory hurdles, both prior to launch and as they bid to build a critical mass of subscribers.
Worldwide annual consumer spending on mobile broadcast TV services is expected to exceed $6.6 billion by 2012; combined end-user revenues from streamed and broadcast mobile TV services will rise from just under $1.4 billion in 2007 to nearly $12 billion in 2012, according to Juniper's forecast.
Due to slower-than-anticipated deployment of mobile broadcast TV services in some key markets, broadcast TV revenues will surpass streamed-services only in 2012, according to the report.
Other findings from the report:
- The U.S. will be the largest single market for mobile broadcast TV services in 2012, followed by Japan and Italy.
- Streamed TV packages will gradually evolve to complement mobile broadcast TV, functioning as an outlet for the "long tail" of minority viewing TV channels.
- Advertising will contribute an increasing proportion to overall mobile TV revenues, but in most cases will provide a supplementary revenue stream; most services relying on both subscriptions and pay-per-view for the majority of revenues.
The report also stresses the need for regulators to make optimal UHF spectrum available as soon as is practicably possible, and for vendors to ensure that broadcast TV chipsets are rapidly introduced into a wide range of mass market handsets to facilitate adoption.
Source: Marketing Charts, Juniper Research
WFA Comment: WFA is prioritising digital marketing with the planned creation of a global digital working group made up of members with global interactive responsibilities. For more information contact [email protected]