Short movies and music videos will drive the market for portable video, analysts believe.

Parks Associates reflects that US consumers, particularly teenagers, want short and easy content for such devices. The conclusions are held within the latest "Mobile Entertainment: Platforms & Services" report from the analysts.

Music videos presently interest 15 per cent if all US Internet households and 38 per cent of teenagers. A growing number of existing television providers, including major cable operators: "May augment their deployment with these types of mobile video content," the analyst said.

"The value of the mobile video experience will emerge through enhancements to existing services," said Kurt Scherf, vice president and principal analyst at Parks Associates.

"As early results from the Apple video experiment have shown, consumers are reacting well to the notion of music videos that complement iTunes audio tracks."

He anticipates that established television content providers will seize the chance: "The value of mobile content from cable providers' perspectives will be in instant access to sports highlights, news, and perhaps movie previews, services that will enhance both their multichannel and standard on-demand offerings."