TV is No Longer the Device; It’s the Content!
All signs are pointing to the biggest transformation of the broadcast industry since the introduction of cable television 30 years ago. 2013 will be the year where we’ll see a fundamental shift on how consumers view and engage with TV content online and across platforms and device types, and how programmers and pay TV providers respond to that shift.
A new Adobe Digital Index report is revealing some really incredible new trends for online video consumption. Close to 16 billion video streams were delivered by Adobe customers in Q4 2012 alone. Mobile video viewing across smartphones and tablets is up 300% year-over year, now with almost 10% of all video viewing occurring on mobile devices. The number of authenticated TV everywhere content streams hit a new record last year with a 12-fold increase. The Summer Olympics in London for example generated close to 90 million authenticated streams in the U.S., which were delivered across 10 million devices in 7 million households in the course of only 17 days. A recent study predicts that by 2018 consumers will be watching as much TV via the Internet as they do live TV through broadcasts and pay TV networks. This means we need to start throwing traditional definitions over board. TV is no longer the device; it is the content.
Adobe will be front and center in this industry transformation. Similar to how Adobe brought video to the web via Flash over 10 years ago, or how we assisted the most prominent print publishers to extend their businesses to digital publications, or helped establish the TV Everywhere authentication standard with Adobe Pass, we too will help TV programmers and pay-TV service providers advance their business models and enable them to bring broadcast TV to any connected screen. We are in a unique position to accomplish this objective. Adobe has no stake in the content. Our purpose is to serve as a trusted enabler and partner to the industry.
This position gives us the opportunity to emerge as the leading technology provider and innovator in this transformation, and today we are celebrating a major milestone on the path to this goal. I am excited to announce that Adobe Primetime is now generally available and used by Comcast and NBC Sports as our first customers.
Adobe Primetime is our TV content delivery and monetization platform for programmers and pay-TV service providers that enables TV-like experiences to consumers across any connected screen. The modular platform tightly integrates our video publishing, advertising and analytics solutions to help eliminate the complexity of reaching audiences across screens while also offering new monetization opportunities for our customers. The seamless tie-in with dozens of ecosystem partners including Amazon Web Services, Akamai, Cisco, Harmonic and Elemental, offers for the first time a highly scalable and reliable solution that is unmatched in the industry and can provide the most engaging consumer experiences and best monetization opportunities across devices and platforms. For more information, see our press release.
Comcast has incorporated several of Adobe Primetime’s modular components across XFINITY Web properties to deliver and monetize IP-video and give their subscribers access to their favorite content. Comcast is leveraging a broad range of Adobe Primetime capabilities, including the player, DRM, ad insertion, ad serving, and analytics. NBC Sports also launched with Adobe Primetime, and now uses the solution to offer live sporting events, including Major League Soccer (MLS) and National Hockey League (NHL) games, as well as Golf Channel content across devices. Consumers can watch the content live and on demand. Have a look for yourself on XFINITY’s website.
I am excited to be at NAB this week talking with our partners and customers about the future of television and how Adobe Primetime will help lead them through the transformation to create great opportunities for their audiences and their businesses. Stay tuned for more exciting news in 2013.
Jeremy Helfand is the vice president of video solutions at Adobe.