Over Half of Viewers in Pay TV Homes Have Used “TV Everywhere” Services – Up from 2012

Monthly use of “TVE” mobile apps, websites has doubled; Gens X, Y
show strongest adoption —new GfK report

NEW YORK–(BUSINESS WIRE)–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.

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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.

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Contacts

David Stanton
Vice President,
GfK Marketing and
Communications, Consumer Experiences North America
(908) 875-9844
david.stanton@gfk.com