TV everywhere audience doubles in 2015 | Online Video | News | Rapid TV News
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The TV everywhere (TVE) audience is on the rise, doubling in one year as of March 2016, with authenticated viewing growing 107% year-over-year, according to the Adobe Q1 2016 Digital Video Benchmark Report.

TVEThe survey also revealed that TVE use increased 58% quarter-over-quarter from Q4 2015. That said, viewers are not as ‘on-the-go’ as originally thought – 71% of all TVE viewers watch content from one location. Many of these viewers also use multiple devices to tune in from the same location – indicating the need for a single location-based authentication system for an improved user experience.

In tandem with this finding, Adobe and CTAM just launched a TVE collaboration to develop a solution that will dramatically improve the sign-in experience for pay-TV customers across platforms, both in and out of the home.

The report also uncovered that consumers are watching more TVE content on mobile devices. Android and iOS continue to see higher viewing frequency (both up 8% year-over-year), while connected TV device frequency viewing (Apple TV, Roku, gaming consoles, etc) remained fairly stagnant.

The firm noted that there are big implications to all of this, not the least for advertisers. “People are using their mobile devices in lean-back mode to consume content, which is a huge opportunity for marketers to reach a highly engaged audience with relevant marketing messages,” said Becky Tasker, managing analyst at the Adobe Digital Index.
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