TV Everywhere Viewers Typically Watch From One Location: Adobe
The promise of TV Everywhere was that pay TV subscribers could access their favorite content from any screen no matter where they traveled. The reality, now that TVE is starting to see mass adoption, is that viewers tend to stay put.
Adobe released its Q1 2016 Digital Video Benchmark report, diving into TVE usage. It found that 71 percent of TVE viewers watch from a single location. Even mobile viewers are creatures of habit, as 72 percent of mobile TVE viewers stick to a single location.
The report finds mixed results for iOS devices and TV Everywhere viewing. Both iOS and Android devices saw an 8 percent growth in TVE viewing frequency when compared to the previous year. This shows that viewers are watching TVE content slightly more often with these platforms. However, the overall share of TVE authentications for iOS devices dropped by 22 percent from the previous year: In Q1 2015, 46 percent of all TVE authentications were on iOS devices; in Q1 2016, only 36 percent were. Meanwhile, Android, TV connected devices, and browsers all gained share. This shows that as the number of TVE viewers grows, more viewers are signing on with non-iOS devices, and suggests a weakness in the iOS platform.
Adobe analyzed 1.2 billion North American TVE authentications, as well as data from over 300 TVE sites and apps to create its data. The full report is embedded below.
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