Over half of viewers in pay-TV homes use TV everywhere services | Second Screen | News | Rapid TV News
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Even though such services are still struggling to build mainstream awareness, TV everywhere (TVE) is growing steadily, especially among Generations Y and X says research firm GfK.

RTVN 17 Dec TV everywhere In its TV Everywhere 2015 report, GfK found that 53% of consumers in pay-TV homes have used TVE to watch shows on a computer, mobile device, or TV set, a jump of ten percentage points compared with three years ago. It also revealed that 42% of people in pay-TV households have taken advantage of TVE offerings from signal providers, while 46% have used TV network services.

Young adult consumers reported stronger use of TVE services, and among Generations Y (age 13-35) and X (age 36-49), use of mobile TVE sites and apps – as well as smart TV apps – was two to four times higher than for Baby Boomers (age 50-64). GfK added that this pattern holds for TV network and service provider offerings alike.

Mass availability of mobile devices were also a key the main driver of the TVE growth with monthly use having doubled since 2012 for mobile apps and websites from TV signal providers and networks alike. Viewers were found to be turning to traditional TVE websites – viewable via computers – at roughly the same rates as three years ago.

Yet despite the clearly identified growth, GfK’s report also found that only a quarter of consumers aged 13-64 reported having heard of the expression TV everywhere. Moreover, although three-quarters of TVE users say that they find it easy to locate programmes they want to view and sign in, many seemed unaware of key features, and the need for authentication was seen to have continued to discourage some potential adopters.

“Consumer education continues to be a critical missing piece of the puzzle for TV everywhere,” commented David Tice, SVP in media and entertainment at GfK. “With a notable proportion of people in pay-TV homes already using TVE, greater awareness and understanding of the services could drive even higher adoption. Greater success of TV everywhere could help pay-TV services stave off becoming ‘dumb’ broadband pipes, and also assist TV networks in maintaining their status as the original aggregators of high quality video content.”