& cplSiteName &

TV Everywhere Nears Mainstream Adoption

Mari Silbey
3/27/2015

Nearly six years after the concept was first introduced, TV Everywhere finally appears to be getting somewhere.

In a giant leap for TV Everywhere, Adobe Systems Inc. (Nasdaq: ADBE) announced that the percentage of pay-TV subscribers viewing multiscreen video content nearly tripled from 4.4% in the first quarter of 2013 to 12.5% in the fourth quarter of 2014. Further, the company found in its Inaugural Video Benchmark Report that more than 13 million viewers logged in to watch TVE programming at least once every quarter last year, up from 6 million active TVE viewers the year before.

Notably, TVE viewership slipped just slightly at the end of 2014, despite the fact that there were no major sporting events driving usage. Adobe believes that the hang-on effect after the Sochi 2014 Winter Olympic Games and the 2014 FIFA World Cup means that viewership will continue to rise as subscribers discover more TV and movie content available online. Adobe's report predicts that TVE viewership will jump to 17.5% of pay-TV subscribers by the end of 2015.

The findings by Adobe jive with some of the other online video success stories reported individually by cable operators. At Light Reading's Cable Next-Gen Technologies & Strategies conference in Denver last week, for example, Time Warner Cable Inc. (NYSE: TWC) disclosed that visits to the company's TVE platform have shot up roughly 50% from a year ago. (See Cable Starts Scoring With OTT .)


Want to learn more about multiscreen video and other next-gen video technologies? They will be just some of the many topics covered at Light Reading's second Big Telecom Event on June 9-10 in Chicago. Get yourself registered today or get left behind!


The news also explains why pay-TV providers are experimenting more heavily with over-the-top video services and why programmers are making more content available online. Adobe's forecast calls for more video service providers to expand their TVE content going forward, and for more broadcasters and cable networks to add back-catalog content to TV Everywhere offerings.

Almost as a side note, Adobe also predicts in its report that after AT&T Inc. (NYSE: T) acquires DirecTV Group Inc. (NYSE: DTV), the combined company will launch a slimmed-down online TV service to compete directly with Sling TV and Netflix Inc. (Nasdaq: NFLX). There's no word specifically on what's driving that prediction, but it would follow the trend of growing interest in skinny TV bundles. (See The Race Is on for Skinny TV.)

— Mari Silbey, special to Light Reading

(12)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Page 1 / 2   >   >>
jabailo
jabailo
3/30/2015 | 8:59:15 PM
Re: Dumb question
It happened the day YouTube tuned on its servers.

But what exactly can you do about it if your business is selling a leased wire and the content that runs on that wire?  Then suddenly some guy comes along with a cheaper wire plus a bunch of other guys who have lots of content to run on it, and the total cost is still cheaper.

Typically, once the jig is up, you try to make as much revenue for as long as you can under the old model until it fizzles out.   At some point, the the content guys might end up eliminating each other as they compete on price and drive each other out of business.  

Then you go back to square one where there's a couple of guys with wires, and couple of guys with "packages" of content available for subscription rates.   Eventually one of the content guys figure out they should buy an Internet network...and suddenly "bundle-nets" are again the rage.

And so it goes...



 

 
pcharles09
pcharles09
3/30/2015 | 7:50:29 PM
Re: Dumb question
@jabailo,

I encourage any service that provides an alternative to CTV!. The more, the merrier.
Mitch Wagner
Mitch Wagner
3/30/2015 | 2:52:31 PM
Re: Dumb question
I feel like a luddite. I still watch TV on the TV. 
danielcawrey
danielcawrey
3/30/2015 | 1:25:39 PM
Re: Dumb question
I think it's about time for TV Everywhere. 

I mean, why did it take so long for this to become a thing? The operators much have seen this coming. I believe they wanted to hold this off for as long as possible. And I think they have done just that. 
jabailo
jabailo
3/30/2015 | 12:59:16 PM
Re: Dumb question
 

Something like Sling TV seems to embody the TV Everywhere concept fully.   (Really, it's more like they are giving away the store in expectation of a flood -- of new technologies that might compete with traditional CTV).
craigleddy
craigleddy
3/30/2015 | 11:35:37 AM
Re: Dumb question
Yes, that's correct. CTAM, the cable marketing group, defines TV Everywhere as: "A multidevice viewing experience offered to verified TV service provider customers through websites and apps, at no additional cost."

Their definition of TV Everywhere applies to program network apps such as HBO GO and WatchESPN as well cable provider apps such as Xfinity TV Go and TWC TV. The TVE apps require that consumers be authenticated customers of a service provider, unlike the forthcoming direct-to-consumer apps like HBO Now.    

 
Mitch Wagner
Mitch Wagner
3/30/2015 | 11:01:27 AM
Re: Dumb question
So it's the name of a consumption practice, and not of a specific platform, technology, or product?
Phil_Britt
Phil_Britt
3/30/2015 | 8:36:30 AM
Likely Addicting
While I personally don't rely on TV Anywhere, it's easy to understand how once people adopt it, they will be unlikely to go back, even if prices increases. Just think of how many of us weren't early adopters of smartphones. Who can go without them now?
jabailo
jabailo
3/28/2015 | 1:00:52 PM
Re: Dumb question
I'll take a crack at it...the consumption of video in multiple locations both within the home and also in travel and remote locations.

Take me for example.  In my apartment alone I have one work PC in my home office, in my living room, an LCD widescreen with both a Chromecast and a Fire TV stick in the two HDMI ports and an OTA antenna.  Then I have a netbook and a tablet and smartphone.

Sometimes I will watch a Netflix on my LCD then continue watching it on my tablet.  Sometimes I will use my PC monitor for video (it's the only device that has a DVD player) when I borrow something from the library.

Sometimes I will be watching a YouTube on the big screen with my Chromecast and then running to the home office to get ancillary information from the PC.

 
mendyk
mendyk
3/27/2015 | 5:11:48 PM
From the Shameless Pitch Department
Heavy Reading just today has released a new report called "TV Everywhere Gaining Traction, Looking to Go Far." I'm told it's a ripping read, despite the somewhat awkward title.
Page 1 / 2   >   >>
Featured Video
Upcoming Live Events
October 22, 2019, Los Angeles, CA
November 5, 2019, London, England
November 7, 2019, London, UK
November 14, 2019, Maritim Hotel, Berlin
December 3-5, 2019, Vienna, Austria
December 3, 2019, New York, New York
March 16-18, 2020, Embassy Suites, Denver, Colorado
May 18-20, 2020, Irving Convention Center, Dallas, TX
All Upcoming Live Events