Adobe Pass Drives Mainstream Adoption of TV Everywhere

Adobe Pass, a key com­po­nent of Adobe’s Project Prime­time, has quickly estab­lished itself as the indus­try leader in TV Every­where ser­vices. Used by NBC Olympics to enable live streams, Adobe Pass is now inte­grated with more than 150 pay TV providers and sup­ports over 40 sites and mobile apps from 25 major net­works includ­ing Fox, ESPN, CNN, TNT, MTV, Dis­ney, and NBCU.

As TV Every­where gains momen­tum, a trans­for­ma­tion is occur­ring in how con­sumers engage with, and broad­cast and cable net­works mon­e­tize TV con­tent. We’ve seen a 10-fold increase in authen­ti­cated streams in the first six months of 2012 and Adobe Pass has been used for a num­ber of major events already this year, includ­ing NCAA March Mad­ness, UEFA Euro 2012 soc­cer, the NBA play­offs and the Lon­don 2012 Olympic Games. Approx­i­mately 98 per­cent of pay TV house­holds in the U.S. are now able to view TV con­tent via the Adobe Pass ser­vice, which will also power col­lege foot­ball and other major events for Pac-12, ESPN and the Big Ten this fall.

Adobe Pass sup­ported NBC Olympics’ ver­i­fi­ca­tion efforts for its cov­er­age of the Lon­don Games, which resulted in more than 88 mil­lion authen­ti­cated streams to U.S. view­ers, the high­est num­ber recorded for a sin­gle event in TV Every­where his­tory. Desk­top con­sump­tion in the U.S. accounted for 70 per­cent of authen­ti­cated streams, while smart­phones and tablets com­bined for the remain­ing 30 per­cent (with iOS lead­ing by 81 per­cent, and Android serv­ing 19 per­cent of the streams). A total of roughly seven mil­lion TV sub­scriber house­holds accessed authen­ti­cated streams online from roughly 10 mil­lion authen­ti­cated devices.

Adobe Pass 2.0   

In addi­tion to these lat­est num­bers, we are also intro­duc­ing Adobe Pass 2.0 today, which was suc­cess­fully tested dur­ing the Lon­don Games. Adobe Pass 2.0 has sev­eral inno­v­a­tive capa­bil­i­ties, includ­ing:

  • Auto-Authen­ti­ca­tion: Sup­port for Auto-Authen­ti­ca­tion in Adobe Pass 2.0 enables auto­matic recog­ni­tion and authen­ti­ca­tion of cus­tomers, who receive both their TV and Inter­net ser­vice from the same provider. The fea­ture, which makes the authen­ti­ca­tion process much more easy and seam­less, was used by Com­cast and Cable­vi­sion dur­ing the Lon­don Games and saw an authen­ti­ca­tion suc­cess rate that was 23 per­cent higher than pay TV oper­a­tors that didn’t take advan­tage of the capa­bil­ity.
  • Free Pre­view: The new Free Pre­view fea­ture offers con­sumers tem­po­rary access to pre­mium TV con­tent online for a pre-deter­mined amount of time. The fea­ture ensures that con­sumers have instant access to TV con­tent with­out hav­ing to wait until the user cre­den­tials are ver­i­fied.
  • Server side API: Com­ing this fall, Adobe Pass will make it even eas­ier for pro­gram­mers to sup­port a broad range of devices. This new API enables con­tent providers to inte­grate authen­ti­ca­tion within native appli­ca­tions from vir­tu­ally any con­nected device ensur­ing faster time-to-mar­ket and allow­ing cus­tomers to expand the reach of TV Every­where to the broad­est pos­si­ble audi­ence.

We are excited about the state of TV Every­where and how far Pass has come since its launch last year.

Adobe Pass Overview and Demo:

Video Sum­mary of Key News:

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Campbell Foster

About Campbell Foster

Campbell Foster is Marketing Director for Adobe Primetime, leading global efforts to drive adoption of Adobe's video publishing, monetization and optimization technologies. Before Adobe, Campbell headed global Product Marketing for Google DoubleClick, managing ad serving, video, RTB, and rich media products. He served as a founding member of the DoubleClick Ad Exchange management team. Campbell earned an MBA, with Distinction, from NYU Stern School of Business and received a BA in English from Cornell University. Campbell is dedicated to exploring the intersection between technology and BBQ, and is actively developing the world's first automated barbecue smoking hygrometer.

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One Response to Adobe Pass Drives Mainstream Adoption of TV Everywhere

  1. Qa Program says:

    Inter­est­ing topic! Thanks for shar­ing this infor­ma­tion! Inter­est­ing, clear and pre­cise. Thank you for the arti­cle Camp­bell.

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