Though TV Everywhere (TVE) as a “brand name” is still struggling to build awareness among consumers, use of TVE services is growing – especially among Generations Y and X. A new GfK study shows that 53% of consumers in pay TV homes have used TVE to watch shows on a computer, mobile device, or TV set – a jump of 10 percentage points versus 2012.
The new report, TV Everywhere 2015 – part of GfK’s The Home Technology Monitor™ series – reveals that 42% in pay TV households have taken advantage of TVE offerings from signal providers, while 46% have used TV network services.
Download an infographic from this study.
Mobile devices are clearly the main driver of this growth, with monthly use having doubled since 2012 for mobile apps and websites from TV signal providers and networks alike. (See Table 1.) Viewers are turning to traditional TVE websites – viewable via computers – at roughly the same rates as three years ago.
Table 1. Monthly Use of TV Everywhere Offerings
| 2012 | 2015 |
TV service provider website | 13% | 13% |
TV service provider mobile site | 5% | 11% |
TV service provider mobile app | 6% | 12% |
TV Service provider smart TV app | n/a | 15% |
| | |
TV network website | 13% | 16% |
TV network mobile site | 6% | 12% |
TV network mobile app | 7% | 14% |
TV network provider smart TV app | n/a | 16% |
* Among all persons 13 to 64 in pay TV households
Not surprisingly, young adult consumers reported stronger use of TV Everywhere services. (See Table 2.) Among Generations Y (age 13-35) and X (age 36-49), use of mobile TVE sites and apps – as well as smart TV apps – was two to four times higher than for Baby Boomers (age 50-64). This pattern holds for TV network and service provider offerings alike.
Table 2. 2015 Generational Use of TV Everywhere Services (Monthly)
| 2015 Gen Y | 2015 Gen X | 2015 Boomers |
TV service provider website | 16% | 12% | 10% |
TV service provider mobile site | 17% | 11% | 4% |
TV service provider mobile app | 19% | 11% | 6% |
TV Service provider smart TV app | 22% | 18% | 6% |
| | | |
TV network website | 22% | 13% | 10% |
TV network mobile site | 20% | 10% | 5% |
TV network mobile app | 21% | 14% | 7% |
TV network smart TV app | 22% | 18% | 7% |
* Among all persons 13 to 64 in pay TV households
Despite the growth in TVE use, only 25% of consumers (ages 13 to 64) report having heard of the expression “TV Everywhere” – essentially the same level as in 2012. And though three-quarters of TVE users say that they find it easy to locate programs they want to view and sign in, many seem unaware of key features, and the need for authentication continues to discourage some potential adopters.
“Consumer education continues to be a critical missing piece of the puzzle for TV Everywhere,” said David Tice, SVP in Media and Entertainment at GfK. “With a notable proportion of people in pay TV homes already using TVE, greater awareness and understanding of the services could drive even higher adoption. Greater success of TV Everywhere could help pay TV services stave off becoming ‘dumb’ broadband pipes, and also assist TV networks in maintaining their status as the original aggregators of high quality video content.”
The TV Everywhere 2015 report also includes:
- Characteristics of TVE use
- Halo effect of TVE on pay TV service brands
- Authentication attitudes and behavior
- Interest in TVE among non-users
About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
For more information, please visit http://www.gfk.com or follow GfK on Twitter.
