Adobe Predicts Accelerated TVE Growth on 5th Anniversary of Primetime Authentication

by Blake Elmquist

posted on 12-12-2016

This year, Adobe’s TV Everywhere solution celebrates its 5th anniversary, and we’re proud of everything we’ve worked with customers and partners to accomplish. Over the last five years, Adobe Primetime authentication has enabled 580 MVPDs to grant pay-TV customers online access to television and film content for 138 TV channels, across all the most popular connected devices. During that time, active TVE users have grown to represent over 20 percent of all pay-TV households. And, with plans underway to drive continued growth, TVE is poised to reach 70 percent of all pay-TV households by 2018.

Netflix serves as a valuable barometer for the success of TVE. The industry leader has proven that 47 million U.S. households will not only watch TV over the internet on a regular basis, but they will pay to do so. Because TV Everywhere comes included in pay-TV subscriptions, it’s realistic to believe that adoption will reach 70+ million pay-TV households through increased awareness and continued improvements to the user experience.

The Future of TV Everywhere

View the full infographic: Past, Present and Future of TVE

reduce sign-in friction

  1. Single sign-on from Apple devices

    Consumers need a way to navigate between hundreds of TV Everywhere properties without hitting a sign-in wall on each app and site. The authentication technology that allows for this is called single sign-on. Adobe Primetime has been working with Apple since June to bring single sign-on to Apple devices, available now to consumers. TV distributors including DirecTV and Dish have already enabled single sign-on for Apple TV, and viewers can access apps from Disney and FOX to NBC and Food Network.

  2. Universal single sign-on and home-based authentication

    CTAM, the Cable & Telecommunications Association for Marketing, is working with the TV industry, including Comcast and Adobe, to support “a new, universal, scalable solution” for TV Everywhere that’s facilitated by home based authentication and single sign-on. These two authentication technologies work perfectly together because home based authentication allows consumers to bypass the sign-in wall entirely if they are viewing TV Everywhere content from home and then single sign-on ensures that the authenticated access applies across all TV Everywhere sites and apps.

  3. Relaxed authentication requirements through concurrency monitoring

    By 2018, we believe that 100% of TV Everywhere sites and apps will use concurrency monitoring to limit fraudulent viewing behavior. This technology gives pay-TV operators the confidence to relax sign in requirements by ensuring the enforcement of concurrency rules, across both owned properties and federated sites and apps. By extending this level of control to operators, programmers will benefit from the ability to offer a superior user experience, with less frequent log-ins required.

    Learn more about Adobe Primetime concurrency monitoring.

These advancements in authentication technology will make tuning into TV Everywhere as easy as tuning into TV.

View the full infographic: Past, Present and Future of TVE

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Products: Experience Cloud