Adobe Digital Index this week released its “U.S. Digital Benchmark” report for the first quarter of 2014. The report touches on a wide range of social TV trends, but focuses mainly on TV Everywhere and online video trends.
In terms of TV Everywhere, Adobe’s report confirms what Viacom found late last month in its own TV Everywhere study: pay TV subscribers are increasingly using other devices to authenticate and access programming. While Viacom’s report centers on the added value of TV Everywhere for pay TV subscribers, Adobe’s report shows the breadth of its usage: TV Everywhere consumption has grown 246% year-over-year across devices, and 21% of pay TV households now access TV Everywhere content across devices and browsers (a 31% increase in just the last six months).
But, as New York Times reporter Molly Wood points out: “However, Adobe’s numbers do not include Netflix, which has about 48 million subscribers worldwide, so cord-cutting might not be entirely off the table.”
While Netflix was not taken into account, it is clear from both Adobe’s and Viacom’s studies that TV Everywhere use is not slowing down, and more, that networks benefit from providing consumers with more accessibility.Here are the top 10 stats from Adobe’s report:
1) TV Everywhere video consumption grew 246% year-over-year across devices.
2) TV Everywhere authenticated video from gaming consoles and OTT devices grew 539% year-over-year.
3) 21% of pay TV household in the U.S. now access TV Everywhere content across devices and browsers, an increase of 31% over the last six months.
4) Over 80% of children’s TV Everywhere content was viewed through iOS apps.
5) Gaming console and OTT access type authenticated videos grew 122% quarter-over-quarter outpacing overall authenticated videos by 39%.
6) The share of pay TV subscribers who set up TV Everywhere accounts and authenticate has grown by 31% over the last six months.
7) iOS apps now lead as access types for TV Everywhere consumption with 43% market share in Q1 (up from 41% in Q1 2013).
8) Q1 2014 set a new record with 35.6 billion global online video starts, and a 43% year-over-year increase (Sample size: 1,300+ Adobe Marketing Cloud customers).
9) Q1 2014 set a new record with 35.6 billion total online video starts.
10) Android apps realized a 32% year-over-year gain in authenticated video share.