On-demand mobile video in high demand in Europe

In the last 12 months the number of European consumers watching video on their mobile phone has increased by 66 percent.

In the UK, France, Germany, Spain and Italy (the EU5), there are now over 12.1 million consumers using their mobile phone to watch on-demand programs and streaming videos each month, says market researcher ComScore.

Spain has seen the largest jump in video-watching mobile subscribers, up 90 percent year on year to almost 1.7 million subscribers.

The largest increase in mobile video has taken place in the on-demand video/TV programming market where consumption has jumped up by 99 percent year on year in the EU5 since July 2009.

Consumers are tuning into the phenomenon of watching on-demand video on their mobile phones in the millions, facilitated by easier access to increased content and the propagation of handsets tailored to media consumption.

"The era of 'video-on-the-go' has finally arrived," said comScore European VP Mobile, Jeremy Copp.  

"We've seen major developments throughout the mobile space - in networks, in devices and in software and applications - and now we're seeing the result: a rapidly growing audience of consumers accessing video on their mobiles, be it broadcast, on-demand or sideloaded."

Two out of every three people watching video on their mobile phone in the EU5 admitted to watching the content on their smartphone - suggesting mobile video will continue on its upward trend as more smartphones enter the market.

The figures were published on September 29 as part of ComScore's MobiLens service.

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