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Simplified Authentication Helping 'TV Everywhere'

28 Nov, 2017 By: Erik Gruenwedel



Upon launch about eight years ago, TV Everywhere represented studio and pay-TV industry efforts to thwart subscription video streaming (i.e. Netflix) by enabling authenticated subscribers on-demand access to broadcast programming.

The concept was slow out of the gate, largely due to consumer indifference and rights issues, the former a result of cumbersome rules mandating users authenticate their pay-TV subscription every 30 days, among other issues.

Indeed, chances users made the effort to authenticate their subscription were about 56%.

“Viewers were simply unwilling to search for their pay-TV credentials, or unaware that they existed in the first place,” Blake Elmquist, senior product marketing manager at Adobe, said in a statement.

After Adobe rolled out “single sign-on” technology, TV Everywhere usage increased, according to the San Francisco-based software company.

Subscriber authentication grew 46% in September from the previous-year period to 500 million. TV Everywhere viewership increased 25%, at 20.45 million unique views.

Adobe said Dish Network and DirecTV, among other MVPDs, have adopted its authentication software for streaming platforms such as Roku and related Android and Apple operating systems.

Up to 45% of authentications are happening via “single sign-on,” at an individual platform level, according to Adobe.

“This improvement … also provides a clear benefit to broadcasters, cable networks and pay-tv operators. It removes the friction associated with signing onto TVE sites and apps. As a result, viewers consume more video content,” Elmquist said.

 


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