The results, which are aggregate usage statistics from 15 representative QuickPlay-powered services over the fourth quarter of 2008, demonstrate that mobile users continue to show tremendous interest in streaming and downloading mobile TV and video content.
The findings, compiled from 1 October through to 31 December 2008, revealed that the number of streams viewed in the fourth quarter of 2008 more than doubled from the previous quarter. Downloads also experienced momentum over this timeframe, with the average number of downloads per user increasing by approximately 50%.
The growth in consumption of streams can be largely attributed to the launch of popular new services, in particular YouTube content available on Telus Mobility. A decline in streams per user, which occurred over this same period, can be linked to the growing adoption of live TV services that tend to generate longer views but fewer streams.
Total live TV and video streams viewed grew 118% from Q3 to Q4 2008, compared with a 27% increase from Q2 to Q3. Total streams per user dropped slightly to 17.4 in Q4 from 19.3 in Q3. Average stream duration in Q4 2008 was slightly longer at two minutes and 48 seconds when compared to two minutes and 47 seconds in Q3.
Average download per user experienced its best quarter of 2008 with an average of six per user versus 4.1 per user in Q3. Total video downloads showed an increase of 73% from Q3 to Q4 against 87% from Q2 to Q3.
In addition to the figures above, consumers continued to show preferences in the types of content they stream and download. Popular live TV streaming genres were news, music video, most-watched television programs and weather, while video streaming favourites included music and movie previews. For downloads, music, sports and comedy represented some of the top categories.
Wayne Purboo, president and CEO at QuickPlay Media, commented: “The positive results show mobile entertainment continues to be one of the bright spots in the current economy. Consumers remain willing to pay for high-quality entertainment services. In 2009, we expect to see mobile operators continuing to focus on mobile data services as it gives them an effective way to protect ARPU by delivering added value to their cost-conscious subscribers. For mobile TV and video services, this should result in increased promotional activity and more attractive pricing options that stimulate service trial and adoption.”
Lewis Ward, research manager for wireless communications research at IDC continued: “While the downturn is expected to have a negative impact on wireless content and entertainment spending, we do anticipate that the industry will still experience growth, but at a slower pace. To remain profitable, providers will not only increase their efforts to collaborate with technology partners to deliver engaging data, but they will also adjust their pricing and business models to encourage consumer take up.”