Mobile video viable but only once quality standards addressed
Joseph O'Halloran ©RapidTVNews | 17-02-2012
Mobile video has consistently failed to deliver for operators an user s alike but new research is suggesting that two thirds of people would be willing to pay for content – but only if the major quality of experience challenges are met.
The survey by media delivery specialist Vidiator has found that the mobile video industry is now ripe to be monetised. It quotes Deloitte statistics predicting that 2012 will see five billion hours of catch up TV watched using smartphones and tablets whilst on public transport
India is leading the way in monetising mobile content with 50% of people having paid for mobile video content, far ahead of the UK with 26%.
Yet, clearly indicating the potential for mobile video in the country that has yet to be addressed, nearly three quarter of people in the UK either have or would consider paying for mobile video in the UK compared to 74% in Malaysia and 64% in India.
“Video consumption on tablets and mobiles is widely expected to double in the first six months of 2012. These results confirm that there is clearly a big global appetite for good quality mobile video content and that people are prepared to pay for it,” said Tae Sung Park, CEO, Vidiator.
“Poor quality content and slow delivery is putting people off using video more often and the results show that operators aren’t yet making the most of the huge mobile video opportunity. Content providers are facing a big challenge of how to monetise video and these results show what they need to do – deliver good quality content and do it quickly.”
The survey showed that the main deterrent to signing up for mobile video is quality: overhalf of all people complain about poor quality pictures and slow load times due to excessive buffering; 61% of Malaysian subscribers complained about picture quality; 70% of people in Malaysia would pay for content if it was delivered to devices quickly.
On this point alone over 50% of people in the UK, 68% in India and a massive 89% of people in Malaysia dissatisfied with the time it takes video to load. UK users complained of interruptions to playback spoiling their video experience, something suffered by 41% of subscribers.