The number of people viewing video on mobile devices has increased 66% in the past year to 12.1 million mobile consumers across the UK, France, Germany, Spain and Italy, with on-demand programmes growing 99% in the last year alone, according to new data.
The study, from comScore, indicates that the U.K. and Italy each boast 2.7 million mobile video consumers, up 75 percent from July 2009 in the U.K. market and up 55 percent in the Italian market.
Spain is demonstrating the fastest growth, with mobile video consumption up 90 percent in the past year to 1.7 million subscribers.
On-Demand in High Demand
On-demand video/TV programming in particular experienced substantial growth in the past year, up 99 percent since July 2009, with 5.2 million mobile owners across Europe viewing such content. Viewing broadcast TV programming is also on the rise, up 70 percent to 3.5 million subscribers.
“The era of ‘video-on-the-go’ has finally arrived,”