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The findings of TV Here, There, (Not Quite) Everywhere, a new study commissioned by Viacom exploring consumers’ experiences around TV Everywhere (TVE) apps and sites, reveal an increase in overall TV viewing among TV Everywhere users, as well as greater customer loyalty towards pay TV providers that offer TV Everywhere services.
For the purposes of the study, the TV Everywhere experience is defined as watching full-length TV programmes on sites and apps by ‘authenticating’, or using pay-TV log-in information.
“While still nascent in terms of awareness and usage, TV Everywhere presents a huge opportunity for brands to grow and strengthen their relationships with fans,” said Colleen Fahey Rush, Executive Vice President and Chief Research Officer, Viacom Media Networks. “This research provides valuable insights into developing the best TVE experiences for our audiences who want to engage with their favourite content beyond the television screen.”
TV Everywhere Supplements TV Viewing, While Adding Value To Pay-TV
The majority of users agree: TV Everywhere is additive to the TV viewing experience. Since they began using TV Everywhere apps and sites, 64 per cent report watching more TV overall. This finding is even stronger among Millennials, with 72 per cent watching more TV.
For those using TV Everywhere, the television is still the go-to source for TV shows and watching live. After live TV, TVE apps and sites are a strong alternative, rivalling VoD, DVR and other sites that don’t require authentication with a pay TV provider, such as subscription streaming services or other free sites.
“Apps encourage watching live TV,” said Antonia, a 15-year-old TVE user. “I started watching this show on my computer and liked it, so now I watch it if it’s on TV.”
TV Everywhere also increases the value of pay TV subscriptions while strengthening loyalty to pay TV providers and relationships with networks.
I Want My TVE
Users cite strong content libraries, flexibility and the attitudinal element of staying savvy as their main drivers for using TV Everywhere services.
Content is King
Whether to re-watch or catch up on episodes, content is one of the biggest drivers of TV Everywhere usage.
Another major driver of TVE use, the flexibility of TVE allows viewers to watch shows when, where and how they want.
“It’s never been a better time to be a fan,” continued Rush. “And TV Everywhere apps and sites allow viewers to become even bigger fans, giving them the content they want and the flexibility to watch whenever and however they want.”
Barriers To Adoption
The research reveals that TV Everywhere – as both a concept and a term – still suffers from a lack of awareness and understanding. There’s also no go-to source of discovery yet: 17 per cent of users heard about TVE from an ad on TV; 16 per cent were made aware by a spouse or partner; and 54 per cent of kids learned about it from their parents.
While 19 per cent of users say they have no problems with their TVE experiences, the top issues tend to be tech-related, including loading/buffering (24 per cent) and crashing/freezing (23 per cent). Content-related issues are far less common.
For non-users, the biggest barriers to adoption are a lack of perceived need, concerns about hidden costs, lack of awareness and screen size.
The Ideal TVE Experience
The majority of users say flexibility, extensive content, smart search, and custom logins create the best TVE experiences.
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