A report from In-Stat and Telegent Systems predicts the popularity of mobile TV will continue to increase over the coming years, with 300 million people worldwide expected to watch 'over-the-air analogue TV' on their handsets by 2013.
The reports shows that the average mobile TV user watches at least three times a week, with a further 20 per cent watching on a daily basis.
Two-thirds of mobile TV viewers claims they watch mobile TV for 30 minutes or more on the days they tune in. However, in Japan and Korea, the most advanced mobile markets, users watch for well over an hour.
Mobile TV has been slow to take off in the UK despite significant investment from broadcasters including Sky and Channel 4, as well as network operators such as Orange and T-mobile.
However, the increasing sophistication of smartphones is helping to boost mobile TV viewing. Recent research from Screen Digest suggests that mobile TV will over take gaming and music to become the most popular mobile app. The study predicts there will be 140 million global subscribers generating revenue of £3.1 billion by 2011.