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Adobe Says 'TV Everywhere' Making Comeback

6 Sep, 2016 By: Erik Gruenwedel

TV Everywhere (TVE), the multichannel video programmers’ antidote to subscription streaming services such as Netflix, has had its challenges, including educating consumers about a platform that enables authenticated viewers on-demand access across multiple devices.

New data from Adobe suggests consumers are finally embracing TV Everywhere. The tech company said TV-connected devices (TVCD) in the second quarter increased 149% from the previous-year period — besting browsers Android and iOS. Online sales for TVCDs grew 143%, which Adobe attributed largely to SVOD.

“The findings in this report showed that through the large number of consumers embracing connected devices within their homes, TVE has returned to the living room,” Campbell Foster, marketing director for Adobe Primetime, wrote in a Sept. 6 blog.

While the self-serving data (Adobe markets TVE software) suggests a shift in consumer behavior, earlier this year Adobe admitted TVE adoption only hovered around 17% — but could expand to 70% by the end of 2017. Notable hurdles include the fact 53% of subs said they’d never heard of the term, while authentication verification remains a major challenge.

A separate report from GfK found that while 53% of pay-TV subs had used TVE to watch shows on a computer, mobile device, or smart TV — up 10% since 2012. It also found that 75% of those households have never heard of TVE.

“Consumer education continues to be a critical missing piece of the puzzle for TV Everywhere,” said David Tice, SVP in media and entertainment at GfK.

Yet, TV Everywhere use in the first quarter increased 58% compared to the previous quarter, while usage is up 107% year-over-year. Notably, while TVE is intended to encourage mobile access to content, 71% of all TVE viewers watch from one location, and 72% of mobile TVE viewers watch from one location.

Driving TVE use continues to be a priority at Comcast Cable. 

More than 40% of Comcast’s double-play customers use TV Everywhere every month. The cabler is working with Adobe to create a universal authentication process to ease the process.

“Outside of the home, single sign-on will prompt customers only once to provide their credentials on a device and sign them in to all MVPD and programmer apps and websites to which they are entitled,” Matthew Strauss, EVP and GM of video services for Comcast Cable, wrote in a June blog.

Adobe data shows that via devices like Roku and Apple TV, television viewing is coming back to the living room. It contends technology improvements will enable media companies to deliver premium/buffer-free viewing across connected devices and dynamically serve ads more personalized to individuals; the latter will be supported for the streaming of live events, an industry-first.

Indeed, Adobe recently powered the digital delivery of the Rio Olympics — a proof point for the benefits of dynamic ad insertion.

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