Not catching on

Some 20 percent of mobile users have video-enabled phones, yet less than 10 percent actually use them for video access.

"What we have is a good news, bad news situation. The bad news is the low percent of people actually using it, but the good news is that we have all these people with new video opportunities," David Poltrack, chief research officer of CBS Corp. told AdAge.

Two things can drive users to mobile content, Poltrack said: short-form creative content related to existing programming, and local content (such as the news and weather) that is already huge among the small mobile video community.

Though technology is no longer the barrier, the issue now is the business model. Video on demand works best for news and weather, while a subscription model has paid off so far for MySpace, which offers its social networking features on the mobile device.