NBC Universal (NBCU) more than doubled its share of the mobile video usage market from 5 percent to 11 percent in the first half of 2008, according to a Nielsen Mobile Video Report.
High-end devices like smartphones were responsible for 60 percent of the traffic to sites optimized for mobile viewing, while views across all mobile platforms increased by 400 percent.
According to Roger Entner of Nielsen, NBCU was able to maximize its exposure by increasing the availability of content from its network and cable properties, including NBC, Bravo, SCI Fi Channel, Telemundo and USA Network. “They are the most ubiquitous channels. They made their premiere content available so that everyone can see their top programs anywhere, at any time.”
NBCU’s gain comes at a time when mobile video use is on the rise. Nielsen’s Three Screen Report for the third quarter of 2008 showed the number of mobile subscribers watching video on a mobile phone increased by 14 percent during the quarter.