Cable Technology Feature Article
TV Everywhere Hits Exponential Growth
By Tara Seals, TMCnet Contributor
Good news for cable TV companies and media networks: People seem to like being able to watch their subscription content on the mobile device of their choice. Like, they REALLY like it.
To wit: TV Everywhere initiatives are seeing exponential growth, registering a 246 percent gain year over year, with nearly 21 percent of U.S. households using the technology, according to a report released by Adobe (News - Alert) Digital Index. That’s an increase of 31 percent in the last six months.
Online and mobile video consumption in general is growing. The first quarter of the year set a new record with 35.6 billion global online video starts. There was a 43 percent year-over-year increase of mobile device viewing (smartphones and tablets), reaching an all-time high of 25 percent penetration, with 57 percent year-over-year share growth in the U.S. Overall digital video viewership is up 43 percent stateside.
Gaming consoles and OTT devices continue to be the fastest growing devices for online video with a 123 percent year-over-year increase (Jan 2013 vs. Jan 2014). Smartphone online video starts grew 48 percent year-over-year and 6 percent quarter-over-quarter, while tablets grew 16 percent year-over-year and 8 percent quarter-over-quarter.
Interestingly, the fastest-growing segment of the TV Everywhere device landscape specifically is also gaming consoles and non-smartphone devices, growing a staggering 539 percent year-over-year.
That said, iOS TV Everywhere apps continue to dominate the market with a 43 percent share, even though its growth is slowing down (just 4 percent this year). iOS is followed by Internet browsers, Android (News - Alert) apps and gaming consoles.
Demographic-wise, it comes as no surprise that younger users are out ahead in use, with 80 percent of children viewing such content used iOS apps.
Edited by Maurice Nagle