“TV Everywhere” Awareness Low, But Users Fairly Engaged

January 7, 2014

This article is included in these additional categories:

Digital | Pay-TV & Cord-Cutting | Video

RAMP-TV-Viewing-via-Cable-Provider-Online-Jan2014Authenticated “TV Everywhere” services (TVE) are available to 6 in 10 pay-TV subscribers, according to a recent report from The Diffusion Group (TDG). However, awareness of these services remains low among subscribers: new survey results from RAMP indicate that some 80% of respondents are unaware of TVE. The silver lining? Among those who watch TV through their cable provider’s application or website, a sizable proportion say they’re doing so frequently.

On top of asking about TVE, RAMP questioned respondents directly on their viewing habits through providers’ apps and websites. While two-thirds of respondents said they never watch TV this way, 14% said they watch TV through providers’ apps and websites daily (9%) or many times a week (5%). In other words, among those who watch TV this way, more than 40% are doing so several times a week.

An earlier study [download page] from Digitalsmiths found that among respondents who had downloaded their cable/satellite service provider’s app on their smartphone or tablet, roughly 45% were using it at least once a week.

There’s reason to believe that TVE will become more popular over time. The 60% of subscribers with access represents a solid increase from 45% just 6 months earlier, according to the TDG data. Moreover, a recent report from FreeWheel found that authenticated viewing represented 14% of all professionally-produced long-form online video ad views in Q3 2013, up from 5% in Q4 2012.

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