CTAM and Hub Entertainment Research have released results of a recent tracking study on TV Everywhere (TVE) viewing, based on reported consumer data collected continuously across a six-month span, August 2016 to January 2017.
This new approach removes the volatility that occurs when taking an annual snapshot at a single moment in time, says the companies, providing CTAM members with a more nuanced look at who is streaming TV Everywhere content, the impact on customer perceptions, and the potential of instant sign on solutions.
At this point, the industry has accomplished the deployment and adoption goals set by member companies when the CTAM initiative launched in 2014. Each of the top MVPDs, 400 smaller independent cable companies, and more than 100 networks are delivering the experience across dozens of devices. Aided awareness of the concept of streaming content as a benefit of a TV provider subscription stands at 73 per cent among cable subscribers (Ages 18-64). Furthermore, in January 2017, half (51 per cent) of cable subscribers reported viewing TV Everywhere content in the past month and 56 per cent reported viewing in the past six months.
“Today we’re looking more closely at share of viewing in the now-crowded streaming universe, trends in medium and heavy usage, and understanding the differences among viewing segments,” said Anne Cowan, CCO, CTAM. “This research provides valuable insights into the subtleties of TV Everywhere consumption that will lead to stronger marketing and communications, and more deeply engaged viewers.”
For example, the current research shows that viewing TV Everywhere content is sticky. Among all pay-TV subscribers who view TV Everywhere content, 24 per cent report being heavy users (watch daily or several times per week), a significant increase from 17 per cent in January 2016. Additionally, among Millennial pay-TV subscribers, 33 per cent report being heavy users (up from 26 per cent in January 2016), with GenXers (A35-49) at 24 per cent (up from 20 per cent) and, notably, Boomers (A50-64) at 19 per cent (up from 9 per cent).
“Although streaming video-on-demand services get the lion’s share of media attention, the fact is that more pay-TV subscribers use TV Everywhere than any other single source of online TV content, after Netflix.” said Peter Fondulas, principal at Hub Entertainment Research. “What’s more, the shift we’re seeing from occasional to frequent use suggests that the experience delivers strong value to consumers who try it.”
This study is among the first to look at the potential of Home Based Authentication and Single Sign On as a simple solution for those who have found the sign-in process a barrier to use – something of paramount importance to the industry. The data show that 42 per cent of cable subscribers have heard of in-home automatic sign in and 59 per cent say it would make them more likely to view TVE content. Similarly, while awareness of out-of-home single sign in is slightly lower at 38 per cent, 54 per cent report that it would make them more likely to use.
Additional highlights from the report follow.
The study was produced by Hub Research and comprised of an online survey, conducted on a continuous basis from August 2016 to January 2017, among 3,513 respondents who were: