ADI: Big-Screen TVE Viewing Stealing Share From Mobile

Size does matter—at least when it comes to TV Everywhereviewing, according to a new report from Adobe Digital Insights, which also drill down on the consumption habits of Millennials.

Size does matter—at least when it comes to TV Everywhere (TVE) viewing, according to a new report from Adobe Digital Insights (ADI).

While mobile video consumption continues to rise, TVE viewing is shifting away from mobile to larger screens, such as internet-connected televisions: According to aggregated and anonymous data from Adobe Primetime, mobile TVE viewership decreased in share from 54% to 46% over the past two years. Meanwhile, TV-connected devices now account for 32% of the viewing activity, up from 20% two years ago.

ADI’s analysis is based on more than 4 billion TVE authentications from 300-plus websites and mobile apps in North America, compiled by Adobe Analytics and Adobe Mobile Services from January 2015 to January 2017.

ADI also found that along with the move toward TV-connected devices is a move away from watching TVE content via browsers, since the majority of providers now host apps for consuming their on-demand content.

“The move toward apps in this space is no surprise, since viewers can get a more personalized experience in an app,” said Trevor Jones, an ADI analyst. “Think of any streaming service subscription and the recommendations they provide based on what you’ve already watched. That type of experience is something that can be done really well via an app.”

According to ADI, TVE video starts via TV connected devices grew nearly four times over the past two years and is the only segment with accelerating year-over-year (YoY) growth. Both mobile and browser access grew at less than 20% YoY after stronger gains the year before. On the other hand, TVE video starts increased 102% in two years, and the number of TVE viewers increased 110% in the same time period.

“Marketers need to keep a close eye on the space as it continues to grow,” Jones said. “We predict it is going to be an important advertising mechanism for brands, and now is a good time to start experimenting.”

Combined, mobile and connected-TV devices accounted for 75% of all TVE starts. According to Jones, that demonstrates how connected TV is here to stay. It was a popular purchase during the holidays, and sales grow each year, he said.

Unsurprisingly, connected-TV viewership peaked during the hours of 4 p.m. to 11 pm, with the largest spike at 9 p.m. Converely, mobile usage spiked during the day, when people were more likely to be out and about.

As part of its analysis, ADI surveyed 1,000 Millennials and found them to be all about mobile video. Seventy-five percent of Millennials said they watch TV or movies at least once a month on a mobile device, while only 54% of older generations said they share the same viewing habits. Forty-three percent of Millennials said they watch multiple TV shows or movies per week on a mobile device.

“As TVE viewing behavior shifts from mobile and desktop to TVCDs, the accessibility and in-app experience will become key to future growth and retention,” Jones said. “While one in five cable TV households already use TVE functionality, there is still room for growth. With smart televisions and TV connected devices becoming common household items, developers and marketers will need to focus their efforts there in order to stay ahead of the curve.”

View the full report below, or click here to view it on SlideShare.