• eMarketer, Monday, December 19, 2005 10:01 AM

EMarketer Senior Analyst Deborah Aho Williamson is expecting big things from mobile TV and music content, but not for a few years. In a new report, "Mobile Entertainment: The Rise of the Very Small Screen," eMarketer predicts that U.S. subscriptions to TV content on mobile phones will rise from 1.2 million this year to 3.0 million in 2006, and then 15 million by 2009. "There are real opportunities out there," the report says, noting that some marketers are already taking them. On an episode of "CSI: New York" this fall, one of the main characters answered his cell phone to a ringtone by the band Coldplay. The scene was followed by an on-air promotion letting users download the same tone to their phones. However, actual usage of mobile phones for entertainment in the U.S. is far more minimal than it is in Europe and Asia. There are also technology barriers and network standards issues that could hinder faster growth and adoption.

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