It is only recently that industry began to broaden its views of the mobile consumers to include deeper understanding of users? behaviour. Predictions of increasing revenue from mobile entertainment in the future depend ultimately on the successful development and the satisfaction of an end-user market rather than technical development. The youth are the most fertile group for absorbing and incorporating the changes in mobile communications development. An analysis of a Malaysian survey of 384 respondents between 18 to 25 years old shows subscribers place greater importance on perceived benefit of mobile entertainment compared to issues of pricing, product and technological standardization, peers and community as well as privacy and security. This paper aims to provide an extensive study on drivers and barriers that could be used to derive architecture for entertainment service provision to guide telcos to outline suitable approaches to encourage mass market adoption of mobile entertainment in Malaysia.