TV everywhere may be an industry buzzword, but in practice there's a long way to go to foment consumer awareness. According to a recent poll, a majority – 82% – of consumers are unfamiliar with what the term TV everywhere means, and only 4% know their login details. About 67% said that they have never watched TV through their cable provider's website or app.
Content discovery specialist RAMP conducted the poll via LinkedIn in Q4 2013, which also revealed that 27% of respondents were unaware they had even an e-mail address provided by their ISP. The 53% of respondents that were aware of their ISP-provided e-mail address said that they didn't use it.
"This survey illustrated that awareness and usage of TV everywhere is considerably low, and we suspect that this is partially due to the TV everywhere user experience," said Tom Wilde, CEO at RAMP. "In most cases, there are few compelling reasons for consumers to engage with and return to their cable provider's online experience. In addition, cable programmers seem to be missing key opportunities to strengthen their brands and affinity with viewers by delivering more compelling experiences than traditional linear TV offers."
Clearly, cable providers and programmers are at a critical crossroads for delivering meaningful and profitable viewing experiences beyond the traditional screen. Wilde suggested that targeting and personalisation could go a long way toward that goal.
"By delivering unique viewing experiences in the context of TV everywhere, including contextually-related content, recommended videos based on user behaviour and related advertising, [it becomes] more engaging for the consumer, and gives programmers and cable providers more opportunities to engage with their audience through related content and offer more sponsorship opportunities for advertisers."