Euro 2012 kicks off boom in mobile video

Editor | 10-07-2012

The Euro 2012 football tournament has not only been a triumph for Spain, it has also been an unqualified success for TV, and new research has indicated just how much of a kick the tournament has given to mobile TV.
Indeed, according to the data released by mobile Internet optimisation and monetisation solutions provider Flash Networksusing its Harmony Analytics platform, there was an increase of traffic to sports sites in Europe by 215% and by 156% in Asia-Pacific during the final match day of the tournament. In addition, the analytics tools measured a 210% increase in HTTP streaming of live sports broadcasts during the final match day, while in Asia-Pacific the increase was 20%. Indicating the contrast in mainstream availability of the football in each region, for P2P streaming there was a 123% average increase in Asia-Pacific and a 42% average increase in Europe in June compared with the same timeframe during the previous month.

These findings reflect the differences in the way Europeans and Asians view football over mobile networks.Even though Flash Networks also confirmed the global increasing popularity of viewing special events via online video services on the web, it also found that in North America there was only a minor increase in sport-related traffic during Euro 2012, with an 8% increase in mobile internet traffic for sports sites and a 24% increase in the P2P streaming peak during the games.
“Special events in general, and sporting events specifically, have a significant impact on mobile video traffic patterns for operators worldwide,” commented Merav Bahat, Vice President of Marketing and Business Development at Flash Networks.