'TV Everywhere' Isn't Going Anywhere, Study Finds Most Viewers Still In The Dark

by Wayne Friedman , January 3, 2014

More depressing news for TV Everywhere proponents: a new survey shows that 82% are unfamiliar with TV Everywhere. More troubling -- only 4% know their login/account information to access TV Everywhere content. This research comes from video/search company RAMP. The data also notes that 67% have never watched TV through their cable or TV provider’s Web site or app.

“In most cases, there are few compelling reasons for consumers to engage with and return to their cable provider's online experience,” explains RAMP CEO Tom Wilde, adding: “In addition, cable programmers seem to be missing key opportunities to strengthen their brands and affinity with viewers by delivering more compelling experiences than traditional linear TV offers.”

Other analysis contends there will be continued conflict over TV Everywhere efforts. For example, TV networks have been angling to produce their own TV Everywhere apps. One of the more successful ones is HBO’s HBO Go app. But pay TV operators -- cable, satellite, and telco companies -- also want to play in this arena. Analysts say this can cause confusion and competition. For example, Comcast doesn’t allow its subscribers to access HBO Go on Roku’s streaming players.

cable tv, tv, tv everywhere

8 comments about "'TV Everywhere' Isn't Going Anywhere, Study Finds Most Viewers Still In The Dark".

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Alan Wolk from The Diffusion Group, January 4, 2014 at 11:26 p.m.
There are still many legal/rights issues around TVE - if you recall, the networks sued the MVPDs over lost ad revenue during the initial launch of TVE back in 2011. While Nielsen is rolling out a way to count those iPad/Xbox views, the rights issues aren't fully resolved and so the MVPDs have not done a lot of marketing around their TVE efforts - hence the large % of people who don't know about them. Once those issues are resolved, I suspect we'll see a much stronger push.
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Robert Barrows from R.M. Barrows, Inc. Advertising & Public Relations, January 5, 2014 at 2:18 a.m.

TV everywhere...including TV from beyond the grave..Check out Video Tombstones at www.barrows.com/invention.html

Rachel Whitaker from Vermont Telephone Company, Inc., January 6, 2014 at 11:05 a.m.

I agree with Alan Wolk. This article does very little to address the issues behind why TV Everywhere is so unrecognized and underutilized. The legal issues and the demands for rights will eventually work out and we will see a huge jump in the usage of TVE. Until then, I feel the title of this article is misleading since TVE is going somewhere, just not quickly. First it's going to courts, negotiating tables, new agreements, and eventually it will reach the consumers. Please, present the bleak numbers, but also address the issues behind the numbers.

Wayne Friedman from MediaPost Communications, January 6, 2014 at 11:55 a.m.

This from Ramp:

"The nuance in the numbers comes from the slight difference in the way we asked the questions:

TV Everywhere is predicated on a subscription-based experience of logging into a cable provider’s app or web site to view content. In our view, this low response highlights that the term TV Everywhere is still very new to the market; consumers aren’t aware of it.

In the third question, we asked about viewing content via an app or a web site, and as we expected, we got a higher response from folks here – still low generally speaking, but removing the branded term seemed to help folks relate to the concept.

Chuck Lantz from 2007ac.com, 2017ac.com network, January 6, 2014 at 7:34 p.m.

Here's a dose of reality, having nothing to do with legal rights battles behind the scenes. I rarely watch most online TV due to the simple fact that it ain't so simple. If I try to watch ESPN online, I need to log-in FIVE different times, including to my provider, AT&T, who have an incredibly complex bunch of log-in names and passwords that they supply, seemingly randomly. if I use the wrong ones more than twice, I'm locked-out. HBO Go is much easier, but it's generally a messy process. I'd suggest that if all the providers pay more attention to getting paying customers in easily, and less attention to keeping freeloaders out, the numbers would improve. K.I.S.S.

James Smith from J. R. Smith Group, January 7, 2014 at 9:25 a.m.

Aside from the legal issues, it seems that Human factors and ergonomics (HF&E) has a good deal to do with low service-use numbers. In that regard I sure agree with Chuck. After all, the old TV remote experience, one or two "clicks" and you are likely where you want to be. Why can't the software detect legit users, rather than user-logins. After all somebody has already paid for ability to use whatever platform (device). The awareness issues could be a matter of GRPs

Steve Smith from Mediapost, January 7, 2014 at 12:35 p.m.

I am in the minority. I agree that logins and rights issues are frustrations that deter use. But I use my DISH Anywhere app daily to both schedule and view my DVR stash or to catch the live stream from any channel. Likewise the HBO Go app is a mainstay. Once you get past awareness and authentication barriers, device-based access does change your habits and thinking about TV content. TV feels more like an always-there service and devices are thought of as extra TVs. Or at least that is my experience having real TV Everywhere service for more than six months.

Paula Lynn from Who Else Unlimited, January 7, 2014 at 7:04 p.m.

Steve "gadget-wise nimble fingers " Smith, as you have pointed out in your columns......The choice between a 40" screen and a 13"....well...unless you are between somewhere and somewhere else is for the experts.