According to digital experience specialist Adobe, the adoption by TV Everywhere (TVE) providers of single sign-on (SSO) functionality has boosted TVE consumption significantly.
Writing in the Adobe Blog, Blake Elmquist, Senior Product Marketing Manager for Adobe Primetime, says that the multiscreen TV platform developed single sign-on (SSO) functionality for TVE to make it easier for pay-TV subscribers to watch their favourite shows online. “This improvement to the TVE user experience also provides a clear benefit to broadcasters, cable networks, and pay-TV operators. It removes the friction associated with signing onto TVE sites and apps. As a result, viewers consume more video content,” he notes.
“SSO improves the traditional TVE sign-on experience, which required users to re-enter credentials every 30 days, on average, to access each individual app on each connected device. In the past, each time a TVE viewer encountered a sign-on prompt, the chances of a successful log-in were only 56 per cent. In many cases, viewers were simply unwilling to search for their pay-TV credentials, or unaware that they existed in the first place. Thus, as TVE providers have adopted SSO to decrease sign-on requirements, the improved user experience has boosted TVE consumption significantly,” he advises.
“Across the industry, distributors including DirecTV and Dish have already enabled SSO on streaming platforms like Roku and across Android and Apple device ecosystems. These efforts are paying off,” he says.
Adobe data from September 2017 shows a new record in TVE consumption.
TVE growth will continue as Adobe continues to roll out a multi-phase plan for SSO.