MTV Networks claims mantle of top mobile video provider

By Mickey Alam Khan

April 7, 2008

King of the hill

MTV Networks claims to have streamed more than 57 million mobile videos across all its brands and carriers, a milestone that’s a big boost for the medium.

The 94 percent growth was recorded from February 2007 to February 2008, convincing MTV Networks to don the mantle of the world’s leading provider of mobile video.

“In record numbers, our fans are turning to their phones for engaging entertainment experiences and finding MTV Networks video, mobile Web sites, games, widgets and more that connect with nearly every conceivable demo, on any occasion,” said Greg Clayman, executive vice president of digital distribution and business development at MTV Networks, in a statement.

The Viacom Inc.-owned music television network said it has more than 100 days of mobile video content available worldwide.

On the mobile video side, MTV recorded 17 million mobile video streams in the past year. Nearly half of them were music videos. Comedy Central streams about 1 million videos every month, a 28 percent jump from last year.

Spike’s mobile streams grew 530 percent. The Hispanic-focused MTV Tr3s posted 38 percent average monthly growth in video streams. Nickelodeon saw a 70 percent increase in mobile video streams year over year.

MTV Networks’ mobile sites garnered a combined 21 million page views in the past year, growing traffic by 75 percent each month, the company claimed.

The broadcaster debuted mobile sites for networks such as MTV, VH1, Comedy Central, CMT, Nickelodeon and GameTrailers. These sites offer news and information on shows, music and celebrities, along with trivia.

MTV Networks broke news of its mobile video streams last week to coincide with a deal struck with mywaves Inc., a free mobile video service. MTV will now be able to contribute free, advertising-supported video from VH1, Spike and GameTrailers, among others.

Also, VH1 next month will introduce “VH1 Watch and Discuss Live Chat.” This downloadable mobile application will let VH1 viewers connect to the network’s programming.