TV Everywhere reaches 40% of U.S. pay-TV consumers

Usage of authenticated video viewing, or TV Everywhere, reaches 40% of pay-TV consumers

New research from Parks Associates shows usage of authenticated video viewing, or TV Everywhere, reached 40% of U.S. pay-TV consumers in 2015, up from 22% in 2013. Entertainment Habits on Connected CE Devices shows the percentage of respondents watching authenticated video at least once a month is 23%, which both broadens and deepens the online video audience for pay-TV providers.

“Content providers have been extremely aggressive in promoting their authenticated catch-up services, which is helping create traction for authenticated TV Everywhere services in the digital entertainment household,” said Glenn Hower, Research Analyst, Parks Associates. “As usage increases, service providers and content companies alikewill need to expand their big data capabilities, allowing them to create even more personalized services for their subscribers and viewers.”

Hower will discuss this research and new pay-TV strategies at Parks Associates’ 20th-annual CONNECTIONS™: The Premier Connected Home Conference, held May 24-26 at the San Francisco Hyatt. In the session “Personalizing Connected Entertainment: Metrics and Big Data,” where he will moderate a panel that includes Eric Anderson, SVP and General Manager of Video Personalization, Gracenote; Mike Rich, Vice President, Emergent, comScore, Inc.; Sagar Savla, Data Science, Facebook; and Tom Waters, Sr. Manager, Market Intelligence, Jabil.

“We all know the time value of money,” said Tom Waters, Sr. Manager, Market Intelligence, Jabil. “But it is not enough to just answer the ‘what’ questions – we must also answer the ‘when’ questions. Mass personalization has forced us to also recognize the time value of data.”

“Streaming and multiscreen usage have altered consumer viewer habits much like energy-efficiency devices and services have altered consumer home management,” Hower said. “CONNECTIONS™ brings together top executives in these industries to discuss next steps for OTT video services, the pay-TV world, and the changing role of the service provider in today’s smart home.”