Adobe reports that while TV Everywhere viewing -- authenticated viewing of premium TV content on digital devices -- was up 63% to 159 billion online video starts in the second quarter of 2015 over the same time period a year ago, overall TV Everywhere growth is slowing.
By way of comparison, TV Everywhere usage growth was up nearly 250% from the first quarter of 2014 over the first quarter of 2013.
Adobe lays blame on setting up TV Everywhere through a not-so-smooth sign-in process. TV Everywhere efforts, backed by pay TV providers -- cable, satellite, and telco companies -- ask consumers to input account information in the sign in process to access video content.
The report says online video advertising viewing (non-authenticated content) showed strong growth across every genre of content –- up 30% -- with reality TV viewers watching the most advertising per video view, at 3.9 ads per view. Drama TV shows had the largest increase year-over-year, when it comes to ads per view -- an 83% rise to 2.72 ads per view.
Premium TV Web sites saw tablet viewing growing by 29%, smartphones by 16%, and desktop viewing by 15%.
The report says share of viewing via connected TV devices is shrinking quarter to quarter. But Apple TV has gained 10% during the period, to a 12.8% share. Other digital TV streaming devices, such as Roku, showed no gain or declines.
Abode’s data comes from aggregated and anonymous data from sites on consumer video viewing in 2014 and 2015. Some of that data includes 1.49 billion TV Everywhere authentications and 300-plus different sites and apps.