Market Research Logo

Australia - Mobile Media - Mobile TV


Attention: There is an updated edition available for this report.

While there has been much hype surrounding mobile TV in Australia, the concept developed by the mobile network operators has so far still not taken off. Operators were given a wake-up call with the introduction of the iPhone, as this started to separate content from carriage. Developments have now seen mobile TV – both paid and free services from the MNOs available unmetered, so perhaps this will see greeter uptake by the mobile watcher.

Into 2013 we see the mobile devices such as phones but the better suited for mobile viewing – tablets consuming data at an increasing rate. The availability of mobile TV soon to come from FOXTEL on a causal basis and the ever-increasing ABC iview popularity will drive mobile viewing levels up further.

However as mobile video usage increases, these mobile devices require more and more data bandwidth as the mobile apps that are being developed for the mobile market also allow mobile TV and video to be streamed both on WiFi and over 3G or 4G. The iview app is now the killer app that will become a data hog on the mobile networks for those with available mobile broadband data.

In this report we provide an overview of the mobile TV market in Australia with analysis on the marketing strategies, and also provide some background information on the technologies and players behind the service.

Key developments:

Mobile TV, FTA TV, video, spectrum, streaming, smartphones, 4G.

Companies covered in this report include:

Vodafone, 3, VHA, Optus, Telstra, Yahoo!7, FANGO, ABC, myTVR, Beem, FOXTEL


1. Synopsis
2. What is mobile TV?
2.1 On-demand mobile TV
2.2 Broadcast mobile TV
3. Market overview and analysis
3.1 Smartphone market analysis
3.2 Pursuing wrong business models
3.3 Device and content-driven developments
3.4 Key market – the youth segments
3.5 Mobile Social TV
3.5.1 FANGO
3.5.2 FOXTEL Go
3.5.3 iview
3.5.4 Zeebox
4. Cloud-based mobile TV
4.1 Background information
5. Major players
5.1 Overview
5.2 VHA – Hutchison’s Planet 3 and Vodafone Central
5.3 Telstra’s BigPond mobile TV
5.3.1 Background information
5.3.2 FOXTEL mobile
5.4 Optus
5.4.1 Mobile TV content overview
6. Regulation
6.1 Spectrum for mobile broadcasting
7. Technology platforms
7.1 Multimedia Broadcast/Multicast Service (MBMS)
7.2 Digital Video Broadcasting-Handheld (DVB-H)
7.2.1 Background information
7.2.2 DVB-H trials – 2007 - 2010
8. Related reports
Exhibit 1 – Overview of the now defunct cloud- based mobile TV services
Exhibit 2 – Background information on the defunct Optus TV Now service
Exhibit 3 – Examples of Mobile TV technologies
Exhibit 4 – Broadcast Australia DVB-H trials – 2005 - 2009

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report