Report: Authentication a Deal Breaker for TV Everywhere Adoption22 Jan, 2013 By: Erik Gruenwedel
Nearly 70% of TV Everywhere users would probably skip the service when mandated to authenticate their access to the content on demand, according to a new report.
TV Everywhere is a platform (and SVOD killer) created by media companies and multichannel video distributors to grant ubiquitous access to new and catalog content to authenticated subscribers on myriad connected devices.
But seven in 10 TV Everywhere users would be at least somewhat deterred from using the platform if they needed to provide authentication, and 25% said they would be deterred “a lot,” according to research firm GfK.
Older respondents (ages 50 to 64) in the survey of 1,275 people said authentication would be a deal breaker for them to use the service.
Two-thirds (64%) of respondents in pay-TV homes said they were aware of TV Everywhere services from TV networks, and 37% said they have used those services, via standard or mobile websites or apps. This compares to 52% awareness (and 30% use) for similar services offered by pay-TV operators.
Mobile platforms represent a significant part of the TVE phenomenon. Three in ten (30%) respondents said they use a TV network’s mobile website to access TV Everywhere features, and 34% have used a network app. For pay-TV services, mobile TVE use was lower — 25% for mobile websites, and 26% for apps.
“Cooperation, rather than competition, among TVE stakeholders will benefit not just consumers, but the growth of the business as a whole,” said David Tice, SVP of media at GfK. “Standardizing and simplifying the authentication process across providers, and using a standard term or logo with consistency — whether it’s ‘TV Everywhere’ or something else — will help customers know what they are using and erase the barriers to greater use and demand.”