Consumers want access to anything, anytime, anywhere—including television. One solution? TV Everywhere—services that enable cable and network customers to watch TV content on any internet-connected device by authenticating their subscriptions. Based on Q1 2014 data from Adobe Digital Index, such services may be working.
According to the research, the number of unique TV Everywhere visitors in the US rose 157% between Q1 2013 and Q1 2014 and 49% between Q4 2013 and Q1 2014. The number of videos each visitor watched monthly also saw impressive growth: 133% across all device types. On top of that, the number of pay TV households in the US using devices and browsers to access TV Everywhere content grew 31% between Q3 2013 and Q1 2014 to reach 21% of the total—an all-time high.
Flexibility is the main reason today’s busy, on-the-go consumers are taking advantage of TV Everywhere. When a November 2013 study by Viacom asked Viacom viewers who used TV Everywhere why they used the service, the top reason for doing so was to view a show they couldn’t watch when aired live. Being able to watch away from home ranked second.
Preventing cord-cutting was a key driver in the development of TV Everywhere, and data released earlier this month by The Diffusion Group (TDG) indicated that it may be working, or at least stopping the trend from growing. Research found that the percentage of pay TV subscribers who were likely to cancel their cable services had held steady between 2011 and 2014, with just 14.8% of respondents saying they were at least somewhat likely to cut the cord.
TDG noted that this percentage had stayed relatively steady due to the lack of a “legitimate” over-the-top TV competitor, giving cable providers more time to develop and improve TV Everywhere services.
Viacom’s study found that nearly all (98%) of its TV Everywhere users felt that the service added value to their pay TV subscriptions, and 93% said they were more likely to stay with their provider because of TV Everywhere—other possible reasons for the low cord-cutting figures.
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