M:Metrics: Tidbits Gleaned from MIPTV

M:Metrics blogs about some data points from the recent MIPTV conference in Cannes regarding mobile video:

• Orange France has 300,000 TV and video users: with 5 million viewer sessions per month, accounting for 40 percent of all data usage on their network.
• Nokia data from their various DVB-H trials:

Satisfied with trial/Willing to recommend service:
58% in Finland,
75% in Spain,
83% in UK,
73% in France

Willingness to pay:
41% in Finland,
55% in Spain,
76% in UK,
68% in France

Although it's not noted whether these results were from people who actually had to pay to trial the service, M:Metrics writes that "such enthusiastic endorsements from consumers who have had the privilege of using a high end mobile TV handset need to be set against expectations of mobile users as a whole. Our research shows a more conservative outlook on the number of subscribers who reported they intend to use mobile video within the next 12 months. In the U.S., 7.4 percent said they were likely to subscribe to a live TV service, in the UK, 6.4 percent and in Germany, 2.9 percent."

Germany:

• Likely to subscribe to live TV service 2.9%
• Likely to download and watch video clips 4.2%
• Likely to stream video programs on demand 4.8%

UK:

• Likely to subscribe to live TV service 6.4%
• Likely to download and watch video clips 6.0%
• Likely to stream video programs on demand 10.3%

US:

• Likely to subscribe to live TV service 7.4%
• Likely to download and watch video clips 6.5%
• Likely to stream video programs on demand 6.2%

M:metrics concludes that:

Traditionally TV productions companies have had programmes commissioned and are paid in advance. In the Mobile TV world, most content is delivered on a revenue share basis. This increases the risks as well as the potential rewards for the production companies, who now have more than professional pride at stake if a programme succeeds or fails. They now need to understand their viewers in more detail.