[opendtv] TV Everywhere Usage Ramps Up: Adobe | Multichannel
- From: Craig Birkmaier <craig@xxxxxxxxxxxxx>
- To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
- Date: Mon, 30 Mar 2015 07:56:19 -0400
http://www.multichannel.com/news/tv-everywhere/tv-everywhere-usage-ramps-adobe/389213
TV Everywhere Usage Ramps Up: Adobe
Despite hurdles that keep some pay-TV subs from setting up TV Everywhere
accounts, overall authenticated video usage has surged 467% over a 24-month
period, according to Adobe’s latest report on U.S. digital video trends.
While major sporting events continue to serve as the primary TVE catalyst
(three times as many TVE viewers watch sports than watch movies), viewership
increases are being seen across multiple forms of content, covering areas such
as broadcast and episodic cable, according to Adobe’s report, which based its
2013-2014 findings on 191 billion total online video starts, 2.67 billion TVE
authentications, and 250-plus sites and apps in the U.S. and Canada that served
as TVE “access points.”
The analysis found that 12.5% of pay-TV subs were actively viewing TVE content
in the fourth quarter of 2014, up from just 4.4% in the first quarter of 2013.
Active viewership of 11.6% in 2014 suggests that TVE is “only a few quarters
away from” shifting from a platform for “early adopters” to one that is used by
the “early majority,” as well, Adobe said.
While convincing users to set up TVE accounts “is a bit of a hurdle,” those who
hop over it tend to return on a frequent basis, as consumers logged 2.1 billion
authenticated videos in 2014, up 266% year-on-year. On average, 13 million
viewers logged in at least once per quarter during 2014 to watch TVE content,
Adobe said.
Among devices, the iPad remains the most popular for TVE streaming, with a 29%
share of authenticated video starts in Q4 2014, followed by the iPhone (18%),
Android devices (16%), PCs (12%), Macs (8%), Roku (7%), Apple TV (5%), gaming
consoles (2%), and iPods (1%).
Adobe also set forth some predictions, holding that the proliferation of new
devices and faster connections will drive mobile to overtake desktop video
viewing by the fourth quarter of 2016.
Adobe also expects TVE active viewership to reach 18% by the end of 2015,
driven by auto-authentication, social logins, and marketing campaigns from
MVPDs.
Additionally, Adobe sees the category of gaming consoles and OTT devices to
achieve a 20% share of TVE in 2015, as consumers continue to gravitate usage to
products such as the Google Chromecast, Roku devices, Apple TV boxes and gaming
consoles.
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