Smart Screen Connections

Adobe: TV Everywhere May Finally Be Getting Somewhere

By Chris Tribbey

In the past TV Everywhere has been assailed as difficult to access and poorly marketed to consumers. But according to Adobe’s fourth quarter 2015 “
Digital Video Benchmark Report,” consumers may be finally latching on to these services.

As of the end of 2015, TV Everywhere viewing among consumers was up more than 100%, and active TV Everywhere viewership rose nearly 30% quarter to quarter. The report examined 134 billion online video starts among 3.6 billion TV Everywhere authentications, with data from more than 300 sites and apps acting as TV Everywhere access points.

Adobe found that, increasingly, TV Everywhere authentications are shifting directly to connected TV devices, like Apple TV and Roku, and away from iOS. iOS devices still account for the largest volume of authentications, but saw a nearly 20% year over year drop in share. Meanwhile, Apple TV’s TV Everywhere authentications doubled, and Roku’s rose 14%.

“Marketers need to be aware of consumer behavior and where it is shifting to so they can optimize their own ad experiences,” said Becky Tasker, managing analyst at Adobe Digital Index. “Right now we’re still seeing the bulk of advertising and interaction happening on traditional television, but TV Everywhere should not be ignored.

“Marketers should already be planning and testing so that when penetration does occur, they can have a better handle of how they’re going to shift their marketing dollars to attract that audience.”

Overall, Adobe pegged fall TV premiers and sports-related content as the main drivers of TV Everywhere adoption, and noted that pay TV content accessed via TV Everywhere sites and apps rose 36% year over year (and 22% quarter to quarter). And broadcast and cable content for the first time saw the largest growth via TV Everywhere among all genres (movies, sports, cartoons, etc.), with 111% year over year growth.

“This is the first time we’ve seen that, and we think it’s because of some of these fall TV premieres and people waiting to watch when it’s most convenient for them instead of when it broadcasts on the actual cable channel,” Tasker said.