VAB REPORT: TV EVERYWHERE….ACCESSING PREMIUM VIDEO
CONTENT ACROSS MULTIPLE SCREENS
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
SUMMARY
TV Everywhere Summary• TV Everywhere is gaining traction – authentication rate is at 60% for long-form (2Q15)
• Traction is partly due to the authentication process being less of a barrier now as most rank experience as easy
• Awareness is still an issue as half are not aware of TVE
• A quarter of MVPD subscribers have the TVE App installed on their mobile devices but those who install, use it frequently (45% use app on a weekly basis)
• TV Everywhere authentications through connected TV is gaining popularity – up 110% in 2Q15 v. yag and viewing frequency has grown 35%.
• TVE leads to increased TV viewing – 64% of all viewers who watch TV everywhere say they watch more TV overall; for Millennials, number is more pronounced at 72%
• TV Everywhere provides value: Preserves retention, increases consumer loyalty, provides flexibility – personalized viewing experience, retains viewership
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
TV Everywhere allows consumers to access TV content they already subscribe to across multiple screens through their service provider authentication (subscriber verification).
The Principles of TV Everywhere
• Bring more TV content, more easily, to more people across platforms
• MVPD subscribers can watch programming from their favorite TV networks on multiple screens for no additional charge
• Subscribers can access this content using any broadband connection
Note: TVE availability will vary by MVPD. Programming can also vary based on content providers MVPD agreements
TVE DEFINITION
What is TV Everywhere?
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ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
TVE APPS
Consumers Access TV Everywhere Content Through a Variety of Programmer and MVPD Apps
Some Examples Of TV Everywhere AppsWatch All Your TV From Home, Anywhere You Go
There are quite a few different services available - depending on your TV provider and which networks you’re paying for. Different networks support different platforms, and some apps
are available on more devices than others.
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
The Amount of People Utilizing TV Everywhere is Steadily Growing
TVE GROWTH
Long-form Authentication Rate
Source: FreeWheel Video Monetization Report; 2Q15
2014 FIFA World Cup drove authentication up and rate has continued to increase steadily
2Q15
60%
1Q15
57%57%
3Q14 4Q14
46%
2Q14
35%
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
The Authentication* Process Has Become Less of a Barrier to Consumer Usage
Source: Stastica 2014
AUTHENTICATION EXP
Rank Your Experience with ‘TV Everywhere’ Authentication Process
19.1%
Very easy (7)
6 5 Neither difficult nore
easy (4)
3 2 Very diff (1)
27.4%
21.9%24.5%
4.6%1.6% 0.8%
*Authentication through a MVPD provider is required to access content – even through a programmer app; Authentication is the process requiring the user to verify their subscription to a MVPD service – usually by entering a MVPD specific user name and password
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
However, Another Barrier to Wide Scale Adoption is Awareness; Half of Consumers are Not Aware of TVE
Source: 2Q15 Digitalsmiths Video Trends Report
AWARENESS
Don’t Know52.4%
Yes32.1%
Yes38.5%
Yes43.3%Don’t Know
49.2%Don’t Know
45.6%
No15.5%
No12.3%
No11.1%
2Q13 2Q14 2Q15
Does your cable/satellite provider offer an app(s) thatallows you to watch TV/movies on mobile devices?
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
On Average, a Quarter of MPVD Subscribers Have the App Installed on Their Mobile Device
Source: 2Q15 Digitalsmiths Video Trends Report
TVE APP
Do you have your cable/satellite service provider’s app downloaded on your iPad/tablet or smartphone?
2Q15
2Q14
24.0%
21.7%
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
Once Installed, the App is Used Frequently
Source: PageFair & Adobe 2015 report; Global
TVE APP USAGE
How often do you use your cable/satellite provider’s app (days per week)?
Days Per Week
2 3 40 <1 1 5 6 7
7.7%3.1%4.5%3.3%5.3%
8.1%10.4%
43.2%
14.4%
45.4% Use Their TVE App on a Weekly Basis
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
2Q15
2Q14
Although Mobile Remains the Primary Source to Access Content, Connected TV Apps are Gaining Popularity
Source: Adobe U.S. Digital Video Benchmark 2Q15; adobe primetime; TV connected devices=apple tv, roku, gaming console,amazon fire tv, smart tv, other
AUTHENTICATIONS BY ACCESS TYPE
Share of TV Everywhere Authentications by Access Type
+110%
Browser TV Enabled DevideiOS Android
50% 13% 16% 21%
51% 19% 20% 10%
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
In Fact, TV Everywhere Viewing Frequency Has Grown 35% Among TV Connected Devices
FREQUENCY
Source: Adobe U.S. Digital Video Benchmark 2Q15; adobe primetime
Video Visitor
TV Everywhere Viewing Frequency By Access Type(monthly avg authenticated video/visitor)
Browser
4.7 4.8
8.47.9
8.69.2
7.2
9.7
Android iOS TV Connected Device
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
TVE Leads To Increased TV Viewing: Nearly Two-Thirds Of All Viewers Who Use TV Everywhere Watch More TV Overall
LEADS TO MORE TV VIEWING
Source: Viacom study: TV Everywhere remains a valuable diamond in the rough 5/14
64% Of All Viewers Who Watch TV EverywhereSay They Now Watch More TV Overall
For Millennials, Trend is More Pronounced; 72% Watch More TV Overall
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
PROVIDES VALUE
TV Everywhere Provides Value
• Adds Value To Pay-TV Subscription/Preserves Pay TV Retention – 93% say a good TV Everywhere experience made it more likely they would stay with their current pay-TV provider (Viacom Study: TV Everywhere Remains a Valuable Diamond In the Rough).
• Creates A More Favorable Impression Of Networks That Have TV Everywhere App - 68% of TV Everywhere users. (Viacom Study: TV Everywhere Remains a Valuable Diamond In the Rough).
• Increases Consumer Loyalty – presents opportunities for brands to grow and strengthen fan relationships.
• Flexibility – enables instant access to premium content from any device.
• Retains Viewership – with ease of watching content on any device, your viewers remain engaged with your content for long term.
SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE
If you would like additional video advertising information, insights or analysis please visit our website at www.TheVAB.com or feel free to contact us directly:
Sean Cunningham President & CEO212-508-1223
Danielle DeLauroSVP Strategic Sales Insights
Jason Wiese VP Strategic Insights
212-508-1219 [email protected]
Evelyn SkurkovichSr. Director, Strategic Insights
CONTACT US
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SUMM
ARY DEFINITION APPS GROWTH AUTHENTICATION EXP AWARENESS APP APP USAGE AUTHENTICATIONS FREQUENCY LEADS TO M
ORE TV VIEWING PROVIDES VALUE