More than half of consumers regularly stream video on mobile, according to new research published at the IBC conference.
The annual TV and video event also saw Wind Hellas and Virgin Media announce new sport- and internet radio-related deals.
The survey of 21,000 consumers in 42 countries by IBM and IBC found that 55 percent of surveyed respondents regularly watched video on mobile devices.
Of these mobile viewers, around a quarter spent one to two hours using their cellular connection instead of WiFi and 65 percent said they regularly experienced buffering problems.
Fifty one percent of all respondents watched video via free online services such as Facebook and YouTube, while 48 percent of subscribers accessed video every day via subscription services from regular pay-TV providers.
The findings were backed up by a keynote from Facebook Product Director Daniel Danker, who revealed that 50 percent of the site’s mobile data traffic was now taken up by video.
The company expects the figure to rise to 75 percent in the next five years, Danker said.
The conference also saw content deals being signed by WIND Hellas and Virgin Media.
WIND Hellas said its soon to be launched TV platform would feature NOVA Sports channels, after the Greek operator signed a deal with owner Forthnet.
The contract means the likes of Greek Superleague football and Euroleague basketball will be available to WIND Hellas subscribers when its new service launches.
Nassos Zarkalis, Chairman & CEO of WIND Hellas, said: “We are committed to launch a TV experience that will stand out for its technology and premium content as well.
“The full portfolio of our upcoming TV platform will provide to the Greek market a high quality and competitive TV content offering."
Finally, Virgin Media signed up France-based Radioline to provide its app to TV customers in the UK.
Radioline’s service offers 70,000 radio stations and podcasts from 130 countries.
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