15 Mind-Blowing Stats About TV Everywhere
As consumer video consumption habits continue to lean more toward on-demand services such as Apple TV, Netflix, and Roku, traditional video is looking more like a relic of the past.
Waiting a week to find out what happens on your favorite TV show appears to be going the route of reliance on rotary phones and analog clocks.
Indeed, as consumer video consumption habits continue to lean more toward on-demand services such as Apple TV, Netflix, and Roku, traditional video is looking more like a relic of the past.
“We believe the future of television is apps,” said Tim Cook, CEO of Apple, when his company released the Apple TV. “When you experience TV through an app, you realize how much better [TV] can be. You can search for what you want and watch it when and where you want. And you can interact with it in powerful new ways.”
Our roundup of stats show that TV Everywhere (TVE) adoption is certainly on the rise. Take a look:
- TVE offerings reached 40% of U.S. pay TV subs in 2015.
- 40% of pay TV subscribers are aware that their pay TV provider offers TVE apps.
- Although Apple’s iOS operating system still sees the bulk of TVE authentications, iOS share of TVE decreased 20% year-over-year (YoY), while connected devices saw 31% growth.
- Overall growth in TVE video viewing has doubled YoY (102%)—a trend that is expected to continue.
- Monthly use of specific TVE platforms among users ages 13 to 64 remains small. Just 16% of subscribers use TV networks’ smart TV app and website, mobile app (14%), or mobile site (12%). Usage isn’t any better for TV service providers’ smart TV apps (15%), website (13%), mobile app (12%), and mobile site (11%).
- Another study found that TVE is additive to the TV viewing experience. Since they began using TVE apps and sites, 64% of users report watching more TV overall. This finding is even stronger among millennials, with 72% watching more TV.
- 31% of TVE users report they find the most value in rewatching episodes and 22% report starting a show from the first season.
- While 19% of users say they have no problems with their TVE experiences, the top issues tend to be tech-related, including loading/buffering (24%) and crashing/freezing (23%). Content-related issues are far less common.
- Just 16% of subscribers are heavy users, using TVE several times per week or every day. Importantly, though, 30% of millennials identify themselves as heavy users.
- 42.5% of subscribers said they reduced their cable or satellite TV service, and 8.2% of subscribers cut their cable or satellite service completely in favor of TVE.
- Subscriptions from over-the-top (OTT) TV providers, such as Netflix and Amazon Prime, will generate $31.6 billion by 2019, up from just under $8 billion in 2014.
- Over 84% of OTT subscriptions will be made via connected TVs by 2019.
- Apple’s share of authenticated viewing on Apple TV has dropped 8% since August 2015. Roku gained 4% share in the same period.
- Broadcast and cable content has the highest TVE growth YoY, at 111%. Other genres, including movies, sports, and teens and toons-oriented content, also grew YoY.
- 73% of all TVE users say that having TVE available makes them feel more positive about their TV provider.