Mobile video streaming, also known as mobile TV, has been promoted by mobile network operators as one of the prime benefits of more capable infrastructure resulting from network being upgraded with HSPA and LTE technologies. These upgrades enable subscribers to view streaming content on the go, with content less subject to outages and failed connections. However, until recently the platform had not caught the public's attention, despite the introduction of unmetered access and generous data caps.
MNOs initially failed to develop the right business models to deliver the type of content suitable for mobile streaming (such as sports oriented content, and short clips). It was also uncertain whether customers would want to pay for content at all, given the small size of screens when mobile streaming was initially promoted. However, in recent months the popularity of phablets, or devices with screens larger than 5.5 inches, has helped address some of the concerns that mobile streaming was unsuitable for the small screen. In addition, the development of new technologies such as out LTE-Broadcast (from Telstra) will make the delivery of mobile streaming more efficient on a technical level, while the ability of people to view content from Netflix and other OTT services via mobile devices has made the format more attractive. Indeed, by early 2015 up to a third of all viewing was done via tablets and phablets.
The platform is also being made more popular by the reliance on WiFi for backhaul, thus addressing concerns of high data consumption on mobile plans.
This report provides an overview of the mobile video streaming market in Australia, including an analysis of marketing strategies and background information on the technologies and players behind such services.
Zeebox rebranded as Beamly TV; Telstra delivers on LTE-Broadcast technology; mobile video streaming gains traction with OTT providers such as Netflix, 700MHz spectrum use facilitating mobile streaming efficiency for consumers.
Companies covered in this report include:
Vodafone, 3, VHA, Optus, Telstra, Yahoo!7, FANGO, ABC, myTVR, Beem, Foxtel