Research: 3 key steps to drive TV Everywhere adoption
January 19, 2016
Findings from Hub Entertainment Research have identified three key obstacles to TV Everywhere adoption. The firm suggests that everything about the concept of ‘TV Everywhere’ seems like a win-win: Pay-TV customers enjoy the benefit of access to their subscription content on a variety of devices, at no additional cost; TV networks and MVPDs give customers one less reason to look for entertainment outside the pay TV ecosystem.
But some five years into the evolution of TV Everywhere, a majority of pay-TV customers who are eligible to use it, don’t do so on a regular basis, notes Hub.
Hub’s annual study shows that for those who use it, TVE continues to deliver:
- Higher satisfaction: 73 per cent of all TVE users say that having TVE available makes them feel more positive about their TV provider
- Better perceived value: 71 per cent of frequent TVE users rate their pay-TV subscription as an excellent or good value (compared to 47 per cent of non-users)
- Lower churn: 84 per cent of frequent TVE users say they’ll continue to have service from their pay-TV provider a year from now (compared to 66 per cent of non-users)
TVE offers a wide range of benefits to pay TV customers: a deep catalogue, viewing on all devices, fastest access to the newest shows, and it’s free. But even so, many viewers who could use TV Everywhere don’t suggests Hub.
The research suggests three key steps that can drive adoption:
- Do more to boost awareness: 53 per cent of customers who have never used TVE say they didn’t know the capability existed
- Correct misconceptions: Even though it’s free, 54 per cent of those who have never used TVE assume it costs extra
- Make TVE simpler: TVE is delivered across a variety of apps and sites, from networks and from MVPDs, all with different interfaces and standard for availability. Half of viewers (49 per cent) say this extra layer of complexity stops them from using TVE, and another 49 per cent say they choose simpler options for viewing TV online (such as Netflix or Hulu).
“One of the challenges for TV Everywhere is that there’s no consistent interface, process, or even brand name,” said Peter Fondulas, principal at Hub and one of the authors of the study. “Instead, it’s available from a variety of sites and apps—and customers don’t have a clear idea of which ones are included or how each works. In an environment where simplicity and consistency rule, TV Everywhere, for many customers, is too much to wrap their heads around.”
“Viewers follow the content they want to watch, and collectively networks and MVPDs offer the fastest access to the newest shows,” added Jon Giegengack of Hub. “One thing that will drive adoption is clearer communication of this attractive value proposition—and touting it as a strong competitive advantage. Another is a simpler experience—more consistent and predictable, across the range of network and MVPD apps viewers can access as part of TV Everywhere.”