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.

However, TV Everywhere usage is growing faster than third-party over-the-top (OTT) video streaming services such as YouTube, Hulu (News - Alert) and Netflix.

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.