Usage of authenticated video viewing, or TV Everywhere, reached 40 percent of U.S. pay-TV consumers in 2015, up from 22 percent in 2013, according to Parks Associates.
The Entertainment Habits on Connected CE Devices report shows the percentage of respondents watching authenticated video at least once a month is 23 percent, which 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 Glenn However, research analyst at Parks Associates. “As usage increases, service providers and content companies alike will need to expand their big data capabilities, allowing them to create even more personalized services for their subscribers and viewers.”
It may be noted that according to Adobe Digital Index’s latest Digital Video Benchmark report, the number of TV Everywhere users increased 22 percent in Q4 2015, particularly due to special programming such as the fall TV premieres and sports-related content. Authenticated video viewing continued to steadily grow throughout 2015, with most months showing increases in video viewing over the previous month.
The usage of TV Everywhere services is growing, despite a relatively low awareness of the offerings among consumers, according to a new GfK study. The study reveals that 53 percent of consumers in pay-TV homes have used TVE to watch shows on a computer, mobile device or TV set.