ADI Report Identifies Major Shifts In TVE Viewing Behavior

The explosive growth of TV connected devices is driving rapid change for the television industry.

The explosive growth of TV connected devices is driving rapid change for the television industry, according to the Adobe Digital Insights (ADI), “Q2 2016 TV Everywhere Report.” ADI found that TV connected device (TVCD) sales are up 143% year over year (YoY). In addition, TVE time spent viewing on connected devices is up 149% YoY.

“The fact that TVE viewers are spending the vast majority of their time on TV-connected devices, such as Roku and Apple TV, further demonstrates that TVE has become a home-based activity,” said Becky Tasker, managing analyst at ADI. “Browsers and mobile devices were the medium of choice last year, but TVE awareness and app development have progressed in such a way that viewers can more easily access content on their connected devices.”

According to eMarketer, there were about 140 million TVCD users in 2015, of which over 50 million are on gaming consoles. ADI has found that less than 1% of all TVE video starts come from a gaming console.

“There’s a huge gap between what devices people have in their home versus how they’re watching TVE,” Tasker said. “Marketers and developers should be focusing on how to engage this sleeping giant of an audience.”

ADI’s “2016 Gaming Report” outlines ways in which marketers can tap into this growing audience. eSports, Tasker said, could be TVE’s gateway to the gaming masses. eSports are gaining ground in broadcast TV, and social mentions have grown 116% since June 2014.

Another interesting finding, according to ADI, is that Android’s share of TVE authentications is up 40% YoY. Additionally, Chromecast growth could be drawing in more Android users into the TVE market.

Conversely, iOS share of TV Everywhere authentications is down 18% YoY. There are indeed more iOS users than last year, but its rate of growth is much slower compared to other access types.

“The early adopters of TV Everywhere were iOS users, but it’s now being used by a wider audience,” Tasker said. “This further shows that TV Everywhere has gone mainstream and, as a result, is a platform that marketers need to keep their eye on.”

The full report can be viewed below, or you can click here to view it on Slideshare: