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Adobe Sees Massive TV Everywhere Growth From Single Sign-On
When pay TV subscribers don't need to hunt for their authentication credentials, they watch more TVE content. A lot more, Adobe reports.

Adobe is already seeing strong results from its single sign-on authentication system, which was first announced in June 2016. With single sign-on (SSO), pay TV customers using set-top devices or browsers don't need to input their credentials every time they use a new broadcast or cable app. Adobe provided StreamingMedia.com with an exclusive first look at its data, showing that authenticated video starts have increased 46 percent year-over-year, now reaching 500 million. The number of unique TVE viewers has increased 25 percent year-over-year, putting the number at 20.5 million. Also, up to 45 percent of all authentications are happening by SSO.

Adobe Primetime authentication is used by 95 percent of programmer apps in the North American market, the company says, providing authentication to 99 percent of North American pay TV households. It works with hardware created by Roku, Android, and Apple; web browsers; and all connected TV devices.  

Prior to SSO solutions, subscribers needed to input their pay TV credentials every time they wanted to use a new supported app, and had to re-enter their information every 30 days on average. According to Adobe, only 56 percent of log-on attempts were successful.

By the end of 2018, Adobe's SSO will work across devices even if they're not on the same Wi-Fi network. "In phase two, Adobe is rolling out SSO across all devices," writes Blake Elmquist, senior product marketing manager for Adobe Primetime, in a blog post. "Once enabled, viewers will only be required to sign-on one time, on any device, to easily access all TVE apps across their desktop, mobile, and OTT devices. This represents a significant evolution of the TVE user experience. Today, this cross-device SSO functionality has already been enabled within specific operating systems like iOS, tvOS, and Roku OS."

[Note: A previous version of this article suggested that Adobe's authentication tools are used by DirecTV and Dish. This is not the case. StreamingMedia.com regrets the error.]

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