TV Everywhere efforts are forecast to make stronger gains in terms of usage this year-- although growing too slowly for some TV executives.
According to an Adobe Systems annual digital video survey, “active viewership” of TV Everywhere services will hit 18% of all pay TV customers who will be using it this year -- up from 13% a year ago. On average, 13 million viewers tuned into TV Everywhere services a year ago, up from 6 million in 2013.
Adobe says 2014 itself was higher than 2013 due to the Winter Olympic Games -- thanks to heavy promotion from NBCUniversal, as well as higher use around the FIFA World Cup last summer.
Pay-TV subscribers watch 3.2 times as much sports content online as movie content, according to the survey.
Adobe says Apple’s iPad is the most popular screen to watch TV Everywhere, with viewing on the tablets representing 29% of TV Everywhere videos viewed in fourth-quarter 2014.
Roku is the most popular connected-TV device, with 7% of TV Everywhere views followed by Apple TV at 5% and video game consoles at 2%. Adobe says gaming consoles and over-the-top (OTT) devices now make up 16% of TV Everywhere authentications -- and will climb to 20% in 2015.
Executives such as David Zaslav, president/chief executive officer of Discovery Communications, have complained that TV Everywhere efforts -- digital platforms that pay TV providers run for their traditional TV customers -- are still moving too slowly.