ADI: TV Everywhere Consumption Shifting To Connected Devices
Although Apple’s iOS operating system still sees the bulk of TVE authentications, its share has decreased 20% year over year, while connected devices increased 31%, according to Adobe Digital Index’s “Q4 Digital Video Benchmark” report.
Although Apple’s iOS operating system still sees the bulk of TV Everywhere (TVE) authentications, new analysis from Adobe Digital Index (ADI) shows TVE consumption slowly moving toward connected devices, such as Apple TV and Roku.
According to ADI’s “Q4 Digital Video Benchmark” report, iOS share of TVE decreased 20% year over year (YoY), while connected devices saw 31% growth.
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“Marketers need to be aware of consumer behavior and where it is shifting to so they can optimize their own ad experiences,” said Becky Tasker, managing analyst at ADI. “Right now we’re still seeing the bulk of advertising and interaction happening on traditional television, but TV Everywhere should not be ignored. Marketers should already be planning and testing so that when penetration does occur, they can have a better handle of how they’re going to shift their marketing dollars to attract that audience.”
TVE consumption via Roku, specifically, increased 14% quarter over quarter (QoQ). This is likely due to the major broadcast networks’ adding channels in mid-November. Additionally, iOS authentications continued to decrease, down almost 12% QoQ.
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Sports-related content and special programming, such as the fall TV premieres, drove TVE consumption in Q4, but, according to ADI, overall household penetration, at 17.4%, is still not very high.
Nonetheless, overall growth in TVE video viewing has doubled YoY (102%)—a trend ADI expects to continue.
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Active TVE users increased 22% QoQ, which is notable since previous quarter growth ranged from 12% to 14%.
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Broadcast & Cable content had the highest TVE growth YoY, at 111%, according to ADI’s analysis. “This is the first time we’ve seen that, and we think it’s because of some of these fall TV premieres and people waiting to watch when it’s most convenient for them instead of when it broadcasts on the actual cable channel,” Tasker said.
Other genres, including movies, sports, and teens and toons-oriented content, also grew in Q4.
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“The final audience numbers for Super Bowl came out and it wasn’t the highest year,” said Tamara Gaffney, principal at ADI. “And I don’t think it’s because fewer people watched the Super Bowl. Declining numbers like that indicate that digital is starting to siphon off viewers.
“And it’s no surprise, really, since CBS streamed the Super Bowl for free to everybody who wanted to receive it digitally,” Gaffney continued. “I think what’s great about that, if you’re thinking of it as glass-half-full, is that that makes a much more digitally addressable audience for television.”
Click here to view a larger version of the full report on SlideShare.
About Adobe Digital Index
Adobe Digital Index publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from over 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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