NIA Survey: NBC's Olympic Streaming Shows Value of TV Everywhere
Viewers who watched NBC's live online streams were more likely to keep their pay TV services, says survey.
NBC introduced many viewers to TV everywhere during the London Olympics and they liked what they saw, says a survey. While the network's broadcast coverage of the games wasn't universally beloved, it's online live streaming drew praise from viewers: One survey found that limiting live video to pay TV customers was great advertising for TV everywhere services.
The National Inflation Association, an organization based in Fort Lee, New Jersey, that's dedicated to helping Americans prepare for hyperinflation, surveyed viewers who had gone through the authentication process for live viewing of the games. It found that 58.1 percent of those viewers rated the authentication a 10 (extremely easy and convenient) and only .5 percent rated it a 1 (extremely difficult). Additionally, 77 percent of authenticated viewers recommended authentication to friends and family.
Nearly three-quarters (74 percent) of authenticated viewers said that TV everywhere offering made them more likely to keep their pay TV services in the future. Now that they're authenticated, these viewers plan to explore other TV everywhere offerings: 42.6 percent said that they would look around right away.
In a disclaimer, the NIA says that it recently purchased 2 percent (539,255 shares) of Synacor, a company that offers TV everywhere authentication technology, so keep that in mind. The survey ran from Friday, August 10, to Sunday, August 12, and questioned 1,513 people. Only 39.7 percent of respondents had successfully authenticated a device for Olympic streaming access. The survey didn't provide a margin of error.
As an alternative to tape-delayed prime time coverage, viewers are tuning into NBC's live online streams.