Rather than requiring users to re-enter credentials every 30 days to access each individual app on each connected device, SSO decreases sign-on requirements by applying authentication in the background and allowing cross-app navigation.
US distributors, including DirecTV and Dish, have already enabled SSO on streaming platforms like Roku and across Android and Apple device ecosystems. The improved user experience has boosted TVE consumption significantly, according to Adobe data from September 2017, which shows that authenticated video starts have grown 46% year-over-year, reaching 500 million. Authenticated TVE viewers are up 25% year-over-year, meanwhile, totally 20.45 million unique viewers.
Further, Adobe said that up to 45% of authentications are happening via SSO at an individual platform level.
Adobe continues to roll out a multi-phase plan for SSO in Primetime. In phase one, Adobe worked with platform providers and media companies to enable SSO across multiple apps, on the same device. This improved experience allows viewers to sign on with their pay-TV credentials on a device such as Roku and then navigate from one TVE app to another, on the same device, without having to sign on again.
In phase two, Adobe is rolling out SSO across all devices. Once enabled, viewers will only be required to sign on once, on any device, to easily access all TVE apps across their desktop, mobile and over-the-top (OTT) devices.