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53% of US pay-TV homes use TV Everywhere

Though TV Everywhere (TVE) as a “brand name” is still struggling to build awareness among consumers, use of TVE services is growing – especially among Generations Y and X. A GfK study shows that 53 per cent of consumers in pay-TV homes have used TVE to watch shows on a computer, mobile device, or TV set – a jump of 10 per cent from 2012.

The report, TV Everywhere 2015 – part of GfK’s The Home Technology Monitor series – reveals that 42 per cent in pay TV households have taken advantage of TVE offerings from signal providers, while 46 per cent have used TV network services.

Mobile devices are the main driver of this growth, with monthly use having doubled since 2012 for mobile apps and websites from TV signal providers and networks alike. Viewers are turning to traditional TVE websites – viewable via computers – at roughly the same rates as three years ago.

Not surprisingly, young adult consumers reported stronger use of TV Everywhere services. Among Generations Y (age 13-35) and X (age 36-49), use of mobile TVE sites and apps – as well as smart TV apps – was two to four times higher than for Baby Boomers (age 50-64). This pattern holds for TV network and service provider offerings alike.

Despite the growth in TVE use, only 25 per cent of consumers (ages 13 to 64) report having heard of the expression “TV Everywhere” – essentially the same level as in 2012. And though three-quarters of TVE users say that they find it easy to locate programs they want to view and sign in, many seem unaware of key features, and the need for authentication continues to discourage some potential adopters.

“Consumer education continues to be a critical missing piece of the puzzle for TV Everywhere,” said David Tice, SVP in Media and Entertainment at GfK. “With a notable proportion of people in pay TV homes already using TVE, greater awareness and understanding of the services could drive even higher adoption. Greater success of TV Everywhere could help pay TV services stave off becoming ‘dumb’ broadband pipes, and also assist TV networks in maintaining their status as the original aggregators of high quality video content.

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