Ease of use continues to be a gating factor for getting consumers to use TV Everywhere apps, but vendors are starting to address the issue. Synacor (News - Alert) Inc. for instance is rolling out a white-label authentication solution for TV Everywhere access that automatically recognizes a user's broadband network-based pay-TV account for at-home mobile access. It also includes the ability to leverage a social login to connect to content anywhere.

Both capabilities are part of Synacor's Cloud ID offering, and expected white-label availability is the first quarter of 2014.

"Watching TV is fun. Watching TV on our favorite mobile devices should be just as fun. In this era of hyper accessibility, the promise of TV Everywhere is seamless access to all the content and services consumers can imagine, anytime, anywhere and on the device of their choosing. Cloud ID Social Login helps make that happen, all through one simple, familiar login," said Michael Bishara, Synacor's senior vice president of product and GM of TV Everywhere. "As we continue to roll-out white-label innovations for Cloud ID like auto authentication in the home or via social login, we are excited to continue our behind-the-scenes work accelerating TV Everywhere adoption."

Cloud ID Social Login already gives pay-TV subscribers access to services, apps and entertainment using their existing Facebook, Twitter (News - Alert) and Google+ logins. In addition to its white-label auto authentication feature, Synacor has announced several upcoming additions for the platform, including the creation of online pay-TV accounts paired with social IDs; TV Everywhere fraud prevention via video stream limiting and session throttling; expanded single sign on (SSO) with open ID Support for partners; and authentication and authorization for mobile TV Everywhere app developers.

Synacor recently partnered with Grupo TVCable Ecuador, marking the company's entry into the Latin American market. Grupo TVCable Ecuador will offer subscribers access to online pay-TV content with social accounts like Facebook, Twitter or Google (News - Alert), and the platform simultaneously authorizes with the cable subscription’s billing account.

“Cloud ID brings the convenience of Social Login to TV Everywhere consumers with the trust of entitlement verification for TV authorization,” the company said.