"The BBC iPlayer iOS app has been downloaded 1.1m times in the week since it was updated to run on Apple's iPhone and iPod touch as well as iPad, says Daniel Danker, the broadcaster's general manager of programmes and on demand.
"500,000 of those downloads were to users who had never installed the app before," says Danker, who adds that the application's new ability to stream TV shows and radio over 3G as well as Wi-Fi is also proving popular.
"Last week, 20% of all requests on iPhone were on 3G. That's amazing in such a short period of time. And yet when we look at the audience feedback, nobody has really reported streaming problems over 3G."
The growth of mobile and tablet iPlayer viewing has been sharp in 2011. In October, 16.5m programmes were watched on these devices, up 129% year-on-year.
The key factor in this growth was the launch of native iPlayer apps for iPad and Android in February 2011. Previously, the catch-up TV service had been available as a mobile website.
"12 months ago, 5% of the total consumption of BBC iPlayer was on mobile and tablet," says Danker. "Fast forward to today, and that figure is 10%, one of our fastest growing areas. A year ago, people were sceptical about whether this whole mobile or tablet TV viewing was going to be a big deal. A year on, it's an entirely different story. No one would question it.""
dentsu 2022 Media Trends
2 years ago
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