A new study shows that 53% of consumers in pay TV homes have used various TV Everywhere platforms to watch shows on a computer, mobile device, or TV set — up from 43% in 2012, according to GfK, the consumer market researcher.
Viewers are turning to traditional TV Everywhere platforms at roughly the same rate as three years ago. The leading places to access content, at 16% each, are TV network Web sites and TV network smart TV apps.
Fifteen percent of usage comes from pay TV provider smart apps and 14% from TV network mobile apps.
Consumers 13 to 35 years of age and those 36 to 49 years of age use mobile sites/apps and smart TV apps at a rate two to four times higher than for older consumers age 50-64.
The study says 42% of pay TV homes have taken advantage of TV Everywhere offerings from multichannel video program distributors, with 46% getting TV Everywhere content from TV network apps
Perhaps the most sobering part of the study was that GfK says “only 25% of consumers, ages 13 to 64, report having heard of the expression 'TV Everywhere' – essentially the same level as in 2012.”