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Mobile video - Unreel expectations?

Can made-for-mobile video ever stand on its own two feet, or will it always be a showcase for film makers who want to graduate to 'proper' media like TV and cinema? Tim Green ponders…

If you've been in the mobile content biz since the beginning, you'll know that discussing the mobile video sector is a little like music fans talking about Britpop. It's, like, so four hype-cycles ago.

And yet, as so often is the case, just when the hype turns to indifference a genuine market starts to develop. Although the official figures remain uninspiring – according to comScore, 6.5 million US subscribers (2.8 per cent) watch mobile video a month – use the evidence of your eyes. People are watching video on their iPhones, Toccos and Viewtys.

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