Viewing of traditional TV content via TV Everywhere keeps growing on OTT devices, albeit with a slight decline in mobile share of viewing.
An Adobe study says the mobile share of viewing of TVE content dropped to 46% in January from 54% (in 2015) -- the first time a drop has been recorded for that month in the history of TV Everywhere.
At the same time, viewing on TV-connected devices -- set-top-box devices like Apple TV , Roku, and Chromecast -- has climbed among viewers of TV Everywhere content. This viewing now accounts for 32% of the viewing activity, up from 20% two years ago.
The cost for advertisers when it comes to buying video commercials for traditional TVE content on set-top-box sets has increased 13% -- the cost per thousands (CPMs) for video ads is two times the cost of mobile.
Adobe says it has noted an estimated 4 billion TVE authentications coming from more than 300 apps/access points.
Consumers' increasing purchases of OTT set-top devices has driven total revenue of set-top devices to climb 37% this year, from 17% a year ago.