Adobe Working to Simplify TV Everywhere14 Jun, 2016 By: Erik Gruenwedel
Adobe said it is working with Apple to enhance TV Everywhere access across mobile devices. During Apple’s June 13 developers’ conference, the tech giant announced new authentication “application program interface” tools (APIs) that enable easier access to TV Everywhere on Apple devices.
TV Everywhere is an attempt by multichannel video program distributors to thwart subscription streaming video services such as Netflix, Hulu and Amazon Prime Video by affording pay-TV subscribers easier access to live and on-demand content on portable devices.
In a blog post, Horia Galatanu, senior product manager for Adobe Primetime, said Adobe is incorporating the Apple APIs in its TV Everywhere software for easier access to content on tablets, smartphones, set-top boxes and video game consoles.
Specifically, the APIs allow for one-time authorization applicable to myriad devices. Currently, MVPD subs are required to authenticate their access every 30 days.
“Consumers do not like these sign-in requirements, and they’re causing consumers to go elsewhere to view entertainment content,” Galatanu wrote in a separate post.
He said Adobe provides TV Everywhere authentication for 95% of broadcast and cable network sites and apps in North America today.
“Adobe will continue to work with programmers, MVPDs, device manufacturers and other partners to make TV Everywhere a seamless, enjoyable user experience, and let consumers access content just as easily as they do on TVs.”
Indeed, Adobe said TV Everywhere use in first quarter increased 58% compared to the previous quarter, while TVE 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.