Video has always been the Holy Grail of one-to-one communication, the stuff of science fiction and fantasy. Now, as bandwidth constraints are eased, mobile video services are poised to become an everyday reality. Or are they? Aggregated data in the eMarketer eStat Database indicate that most mobile users are not interested in paying for video content on top of their regular monthly subscription charges. However, according to a survey by The Management Network Group (TMNG), U.S. consumers might be swayed if the services were offered for free, a la broadcast TV. Demand for commercial-supported, free mobile video may give marketers an opportunity to stay close at hand, as it were. Researcher Strategy Analytics foresees a bright future for sponsored video and audio services, predicting they will account for 17% of total mobile advertising spend by 2010.
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