Mobile video in Canada sees a big boost from London 2012 Olympics

Michelle Clancy | 07-08-2012

Mobile video in Canada is getting a big boost from the London 2012 Olympic Games. A full 61% of the traffic on Canada's Olympic Broadcast Media Consortium's digital platforms has come from a mobile device, which is more than five times the average.

The Consortium's digital platforms, including and, have received nearly 90 million page views so far--up 10% over the same time period during Vancouver 2010. About 25% of all video views, which total more than 10 million combined, are live video streams.

The Consortium is making its coverage available for purchase ŕ la carte downloads, including the Opening Ceremony and certain Canadian and international marquee performances. Downloads of Bell Media programmes on iTunes for instance have increased 690% over the previous non-Olympics week. The Opening Ceremony is the No. 3 TV show.

"The mobile traffic is staggering," said Mark Silver, head of digital at the Olympic Broadcast Media Consortium. "Live sports trend toward mobile access, however, to have audiences engage with us via mobile platforms in such great numbers lets us know that these Games are really important to Canadians, and that they are staying with us for the action throughout the day."

Meanwhile, the CTV Olympics London 2012 and RDS olympiques pour Londres 2012 apps for iOS, Android, BlackBerry and Windows Phone 7 are approaching a combined one million downloads. The apps allow viewers to watch live video through a Wi-Fi connection, stay up to date on live results and participate in the 'Social Scene' TV companion experience, which includes live commentary from fans, athletes and experts.

Speaking of the social media aspect of the Games, even days into London 2012, there have been more than 70,000 brand interactions on social networks and almost one million clicks into the online Social Scene functionality. Demographics for these interactions is largely within the 25-34 and 35-44 demographics, the broadcaster said.