vab report: tv everywhere….accessing premium video … · vab report: tv everywhere….accessing...

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



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?

SUMM



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



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



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



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



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



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



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



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



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



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



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

[email protected]

Danielle DeLauroSVP Strategic Sales Insights

[email protected]

Jason Wiese VP Strategic Insights

212-508-1219 [email protected]

Evelyn SkurkovichSr. Director, Strategic Insights

[email protected]

CONTACT US

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SUMM



vab report: tv everywhere….accessing premium video … · vab report: tv everywhere….accessing...

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