User gen rules US mobile video consumption

6.5 million Americans tuned into mobile video in August, with UGC the top choice.

It said on-demand video was the most popular format, with 3.6 million viewers, and that amateur or UGC video was the most popular type of content, with 1.3 million viewers. Music videos topped the ‘programmed mobile broadcast’ genre.

“While the most popular forms of mobile TV and video are genres such as music videos and movie trailers which offer short video snacks, the data also show a nascent audience for long-form mobile content such as TV shows,” said Mark Donovan, senior analyst, comScore. “At under three per cent penetration, the mobile video audience in the US remains small, but it is composed largely of males between 18 and 34 years old, which could make it attractive to advertisers seeking to reach multi-tasking early-adopters who don’t have time for appointment television.”

Per cent Subscribers Watching Programmed or On Demand Mobile Video

AT&T           4.4%
Sprint          4.2%
T-Mobile      2.4%
Verizon        2.4%