Author Archive: Todd Greenbaum

Adobe Primetime Continues to Drive TV Everywhere Momentum

Today we are announcing some great momentum for Adobe Primetime PayTV Pass (formerly Adobe Pass), as well as for the overall industry movement of TV Everywhere. Turner Broadcasting System, Inc. (TBS, Inc.) is the latest Adobe Primetime customer delivering TV across screens as a leader in driving TV Everywhere adoption. To date, TV Everywhere has experienced bursts of success with large scale events like the Olympics and March Madness, but there has not been a critical mass of everyday use. That is now starting to change with more premium content coming online (both live linear and VOD), an increasing shift in viewership from traditional TV to online, and greater opportunities for content owners to monetize those online views thanks to innovative technologies such as Adobe Primetime.

In comparing the first half of 2013 with the same period last year, Adobe Digital Index has seen a 400% increase in authenticated streams, and the total number of Adobe Primetime PayTV Pass-enabled websites and apps has doubled across devices from 50 to more than 100. Online video consumption habits are definitely changing given the ever expanding breadth of devices and platforms – with tablets alone accounting for a 150% increase in video starts from Q2 2012 to Q2 2013. Web, iOS, and Android still represent the bulk of consumption, but other connected devices such as Xbox, Roku, Apple TV, and Smart TVs are rapidly gaining traction. Our data shows that 16% of U.S. households are watching pay-TV online as of September 2013 – representing more than100% growth since December 2012. We delivered 29.3 billion video streams to Adobe customers in Q3 2013 – up 124% year-over-year.

The conversations we are now having with our customers also suggest that the tipping point for mass TV Everywhere adoption is upon us. Whereas phase one of TV Everywhere was about “checking the box” to appease the pay TV operators, our programmer customers and pay TV partners alike are now focusing on growth with an emphasis on content discoverability, device expansion, and user experience. And most telling in my opinion, we are now getting considerable interest in our upcoming fraud limiting services to ensure people aren’t sharing credentials or otherwise trying to game the system. Considering the early critics questioned whether the traffic would come at all, it’s a nice twist that too much consumption has now become a concern!

AdobeBroadcastWe’re thrilled to see increased momentum around TV Everywhere on the rise with Adobe Primetime helping pave the way for success. Within two years, we expect TV Everywhere will advance with:

  • Every major TV channel having a TV Everywhere presence via websites or apps
  • The reported 40% of Internet-connect TVs in U.S. households (LGR Research) will actually be in use
  • Content authentication being fully automated – removing consumers from the process

We also found that mobile video viewing is up more than 2x year-over-year (YoY). Consumers of video content via mobile devices are on the rise (see graphs below). An Adobe Digital Index review of 1 billion video starts to 50 branded sites shows that mobile video viewing is up 134% YoY with tablets growing the fastest up 150% YoY.

ADI-Share-of-Video-StartsThe growing mobile audience provides incremental engagement and revenue opportunities for advertising. Tablet viewers, in particular, are early adopters who typically spend more money, book more trips, and consume more media content. Publishers can capitalize on this target audience with high CPMs (Cost Per thousand Impressions) and incremental impressions. Publishers may also consider creating more mobile-specific content to promote the use of mobile devices and further train consumers to use companion devices while watching a show live or online.

We’ve said that 2013 would be the year that TV Everywhere takes off and our forecast is holding true. Stay tuned for more updates and momentum coming as we head into 2014!

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Game Time for Pac-12 Network Across Devices with Adobe Pass

TV Everywhere brings the promise of your favorite content to the convenience of any device. Adobe Pass is proud to be helping the industry enable TV Everywhere strategies. Recently, the Pac-12 Network officially launched with a plethora of new and classic programing just in time to get students, alumni and fans excited for the upcoming fall sports season. The new network will broadcast 35 football games, 135+ basketball games and more than 850 total live events throughout the year. And with the help of Adobe Pass, Adobe’s authentication technology and a key component of Project Primetime, sports fans will be able to watch all the action not only on TV but also online and across devices. Adobe Pass validates a user’s pay TV credentials seamlessly and securely so fans can get to their favorite action with minimal hassle.

In addition to powering the TV Everywhere experience for top programmers such as Disney, CNN, Fox and MTV, Adobe Pass has now established itself as the leader for live sports. This year alone, Pass has powered the authentication for March Madness, the UEFA Euro 2012, NBA playoff games, and most recently, the 2012 Olympics in the US and Europe. Additionally, this Fall, pay TV subscribers who are authenticated via Pass will be able to watch live college sports online not only from the Pac-12 Network but also the Big Ten Network and the various Watch ESPN sites and apps. Other sports networks will also be launching their Pass enabled experience in the latter half of 2012, so stay tuned for more details.

Sports programmers have turned to Pass not only for the quick time to market (Pass supports over 150 pay TV operators and provides SDKs for Web, iOS, Android and XBOX) but also for the superior user experience where a single login gets users access to entitled content across any Pass enabled event, even from different programmer sites or apps. Thanks to Pass and the overall TV Everywhere industry movement, true TV experiences across devices is now a reality.

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