The Entertainment Habits on Connected CE Devices report found that TV everywhere reach among US pay-TV consumers was 40% in 2015, with the percentage of respondents watching authenticated video at least once a month hitting 23%, which said the analyst both broadens and deepens the online video audience for pay-TV providers.

“Content providers have been extremely aggressive in promoting their authenticated catch-up services, which is helping create traction for authenticated TV everywhere services in the digital entertainment household,” said Parks Associates Research Analyst Glenn Hower. “As usage increases, service providers and content companies alike will need to expand their big data capabilities, allowing them to create even more personalised services for their subscribers and viewers.”