QuickPlay Media, which provides Mobile TV and video solutions, has revealed the findings of its latest quarterly consumer consumption analysis. The results, which 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 stats reveal that the number of streams viewed in the fourth quarter of 2008 more than doubled from the previous quarter. Downloads also grew, with the average number of downloads per user increasing by approximately 50% over the previous quarter.
QuickPlay says 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. It adds that a decline in streams per user in the fourth quarter can be linked to the growing adoption of live TV services that tend to generate longer views but fewer streams.
Here are the key stats:
- 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 2 minutes, 48 seconds, compared to 2 minutes, 47 seconds in Q3
- Average downloads per user experienced its best quarter of 2008 with an average of 6 per user vs. 4.1 per user in Q3
- Total video downloads showed an increase of 73% from Q3 to Q4 compared to an 87% increase from Q2 to Q3
The most 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.
The positive results show mobile entertainment continues to be one of the bright spots in the current economy, says QuickPlay CEO, Wayne Purboo, 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. 
