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Adobe Report Shows Rise of TV Everywhere Viewing in iOS Apps

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Adobe released a report this morning that offers several rosy statistics for authenticated TV Everywhere viewing in the United States. The "Q1 2014 U.S. Digital Video Benchmark Report" notes that iOS apps are now a far more popular choice for viewing TV Everywhere content: iOS apps have a 43 percent market share, while desktop browsers have a 36 percent share. With its Primetime platform, Adobe has a stake in TVE's success.

TV Everywhere viewing across all devices grew by 246 percent year-over-year, the report finds, with over-the-top (OTT) devices and game consoles showing the strongest surge with a 539 percent increase in market share. Browser use fell from a 47 percent market share a year ago to 36 percent this year.

While percent increases in market share can make it look like TVE is in widespread use, the report doesn't hide the fact that TVE usage is still fairly small. In the first quarter of this year, 21 percent of U.S. households with pay TV accounts viewed TVE content on devices, compared with 16 percent six months ago. Broadcasters are hurrying to add more TVE content: 95 TV channels now provide content to over 160 TVE sites and apps in the U.S., which is 30 channels more than 6 months ago.

Looking an non-authenticated video, Adobe concludes that 35.6 billion online videos were viewed worldwide in the first quarter of 2014, which is a year-over-year increase of 43 percent. Smartphones and tablets counted for 25 percent of those views, an increase of 57 percent from the previous year.

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