New data from Telephia said this represented year on year growth of 198 per cent. There are now around 8.4 million live wireless customers in the US for some form of mobile video. This is nearly four per cent of all US mobile subscribers.

The research also found nearly half of the mobile video subscribers polled said they were willing to view ads in exchange for something of value. Around 55 per cent said recalled viewing a mobile ad in the last 30 days, nearly three times the recall rate for mobile data consumers in general.

The rise of TV and video means the sector is catching up mobile music, which brought in $239 million for the quarter. At least 27 million subscribers downloaded some form of audio on their mobile devices, up 8 million year on year.

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