TV Everywhere, while making gains with users, still suffers from a lack of awareness and understanding.
A new study from Viacom says that for those who are not using TV
Everywhere platforms -- either TV content providers and/or pay TV providers -- "the biggest barriers to adoption are a lack of perceived need, concerns about hidden costs, lack of awareness and screen
One of the biggest problems is where to find TV Everywhere platforms and apps. Some 17% of users discover TV Everywhere from a TV commercial, while 16% are made aware by a
spouse or partner, and 54% of kids learn about it from their parents.
While almost 20% of users say they have no problems with their TV Everywhere experience, there are are tech-related
issues: 24% report loading/buffering issues and 23% point to crashing/freezing.
On the plus side, Viacom says TV Everywhere can be additive to the traditional TV viewing experience -- 64%
report watching more TV overall, with 72% of millennials watching more TV.
In addition, 98% of TV Everywhere users say it adds value to pay TV subscriptions, and 93% are more likely to
remain with their pay provider.
Thirty-one percent of viewers using TV Everywhere report that they re-watch episodes, and 22% start a show from the first season. Over two-thirds says TV
Everywhere sites offer more often than other third-party or free sites. The reasons are because it has more shows overall (42%), offers the shows/series they want to watch (38%) and features
The methodology for the survey included digital online journals, focus groups and ethnographies in New York and Chicago. Online surveys were conducted with more than 1,300
Viacom viewers ages 13-49 and more than 600 kids ages 2-12. Participants included both users of TV Everywhere and non-users.