Online Video Viewing and Browsing Trends – Q1 2015

The Q1 Adobe Digital Index (ADI) report, which assesses OTT and TV Everywhere viewing behavior, shows that the streaming video space is still growing fast — and Apple is among the biggest beneficiaries. ADI’s analysis is published in the “Online Video Viewing and Browsing Trends – Q1 2015” report, which is the most comprehensive report of its kind in the industry. This report can help broadcasters, cable networks, and distributors plan how to respond to changes taking place in how consumers watch TV.

Highlights from the report include:

  1. Android falls behind in premium video viewing
    • iOS grew its share from 43% to 47% year-over-year (YoY), further widening its lead
    • Game consoles and over-the-top (OTT) devices saw the biggest jump in share from 6% to 24% YoY – surpassing Android, which remained flat at 15%
    • Browser viewing sank to a new low – now 14%

ADI - TVE Authentications by Device Type

  1. Apple TV sees strong gains
    • Connected devices like Apple TV and game consoles now represent 1 in 4 TV Everywhere (TVE) authentications – a 300% YoY share increase
    • Apple TV doubled its share of premium video viewing in just one quarter from 5% in Q4 2014 to 10% in Q1 2015 – overtaking Roku

ADI - Apple Share of Online Video Starts

  1. Consumers redefine primetime TV viewing
    • On-demand TVE viewing grew almost 300% YoY, increasing the importance of multiscreen delivery
    • The “Thursday night line-up” is shifting to Wednesday, making it the most popular night to watch TVE

See Adobe Digital Index’s full post on here, or get a copy of the report here.


Media Consumption Trends According to South Park

South Park’s season 18 series finale, “#HappyHolograms” paints a picture of the media consumption trends among America’s youngest generation, which we’ll call the post-millennials. In it, fourth-grader Kyle gets frustrated by the way his 5-year old brother, Ike, consumes media. Instead of playing video games with the fourth-graders in the living room, Ike and his kindergarten buddies prefer to watch videos on YouTube from the online video game commentator PewDiePie. Each kindergartener watches PewDiePie from their own desktop, laptop or tablet. Ike calls Kyle “grandpa” for being out of touch with the way he and his friends consume media.

South Park kids use many screens

This episode of South Park calls attention to the following trends:

  1. Consumption is shifting away from the living room – Kids aren’t using big screens in their living rooms as much as past generations, even to play video games.
  2. Kids’ preferred programming isn’t available on a TV channel – Young kids want to watch stuff like other kids playing games more than they want to watch typical premium content they’d find on a TV channel.
  3. Every kid gets their own screen – There’s less screen sharing going on. Every kid wants to choose their own content on their own screen.

Possible implications of these trends

If accurate, these trends will have major implications on the media industry.

First, the shift in consumption away from the living room means that the big screen probably won’t be on as often. Viewers may limit consumption to what’s available on their preferred device, and cross-screen TV delivery will be essential to keeping up time spent metrics. Even still, time spent metrics could drop if the content on TV isn’t the content viewers want. This South Park episode points out that TV content has to compete for viewers with all other sources of streaming video entertainment, such as the PewDiePies of the world.

If kids want episodes of PewDiePie more than TV shows, TV channels become less desirable to them because it creates a situation where they can’t get what they want on any TV channel. Young viewers are good at content discovery and therefore less reliant on TV programmers to keep a constant stream of entertainment coming their way. Understanding this trend makes discussions around a-la-carte channels almost mute. The youngest generation isn’t going to want to predict and pay for the channels they think they’ll watch. Instead, they’ll want on-demand access to everything. A lot of unbundling challenges, such as disagreements between programmers and MVPDs, could be avoided by recognizing that a-la-carte channels are still a compromise for viewers who actually want on-demand access to everything.

Finally, the rise of the personal screen could be good for TV providers that succeed in the leap to cross-screen delivery. Shared screens only allow ad targeting at the household level. Personal screens allow ad targeting at the individual level. The latter makes it easier for advertisers to match the message to the recipient and can thus command a higher value. So, the rise of the personal screen is the silver lining around some otherwise challenging trends.

Are the trends according to South Park accurate?

Media consumption data confirms that young kids are spending less time with traditional TV and more time watching video on the Internet. According to Nielsen, 2-11 year olds have increased monthly time spent with video on the Internet by 2 hours 42 minutes and decreased monthly time spent with traditional TV by 4 hours 43 minutes. However, time spent in traditional TV still looms large over time spent watching video on the Internet. Also according to Nielsen, kids 2-11 spent 106 hours and 27 minutes per month watching traditional TV in Q4 2014 versus only 6 hours and 22 minutes per month watching video on Internet.


An article by nScreenMedia about the Nielsen data says, “The astute reader will note that the increase in Internet Video viewing does not come close to compensating for the loss of TV viewing time.” The article suggests that people are watching on platforms and in ways which are just not captured. This suggestion lends support to the idea that South Park has an early insight into the media consumption behaviors to expect from post-millennials.

It’s hard to guess how the post-millennial generation will consume media when they get older. Perhaps they’ll decide to sit on couches, watch big screens and reclaim a spot in the living room. Or, perhaps they’ll continue on with personal media consumption on personal devices throughout their lives. What do you think? Let us know in the comments.

Going Best-of-Breed with Adobe Primetime and thePlatform™ mpx

Large media companies and pay-TV providers want to rely on best-of-breed integrations instead of monolithic, end-to-end “solutions” with high potential for vendor lock-in. For these companies, the Adobe Primetime and thePlatform mpx VMS joint solution has just the right approach. We’ve pre-integrated these solutions into a best-of-breed joint solution for encoding, protection, entitlement check, license serving and playback of premium video content across IP-connected screens.

The customer benefits of working together:

  • Fast time to market – The joint solution gets digital files quickly through packaging and encryption workflows and in front of viewers.
  • Better viewer experience – It provides a consistent user experience across platforms, which includes a single entitlement system that lets viewers switch screens in the middle of a program and pick up right where they left off.
  • Reduced total cost of ownership – It keeps costs down through pre-integration and the combined cost saving benefits of mpx and Adobe Primetime DRM.

How the joint solution achieves these benefits:

  • During encoding and protection, mpx takes unsecure media files and puts Adobe’s encryption around it. Mpx has worked with Adobe on DRM for many years. Now, further integration with Adobe Primetime cloud DRM offers joint customers a quick-to-deploy, software as a service (SAAS) solution with low workflow overhead for protecting content for multiscreen delivery.
  • At entitlement check and license serving, the joint solution offers a simpler workflow by leveraging Adobe Primetime cloud DRM to add policy definitions at this stage instead of during encoding and protection. This means less tinkering, less to be concerned with under the hood, and more transparency in the workflow.
  • For playback, mpx can automatically publish video for playback to the Primetime TVSDK. Shared customers can create custom video players for PCs, tablets, smartphones and OTT devices leveraging the integration of the Adobe Primetime TVSDK within thePlatform’s Player Dev Kit. Because Adobe Primetime has the largest reach across devices of any DRM solution, customers of the joint solution will be able to deliver and monetize TV content on the most mobile devices, browsers and platforms with protected content.

Integrating with Adobe is easy

A best-of-breed approach can really only work if integrations are timely and successful. Adobe facilitates this flawlessly. With the Adobe Primetime cloud DRM integration, Adobe and thePlatform delivered a rapid and successful integration to shared customers. The cloud DRM integration took just six weeks from start to finish. We had a great experience working both at the program management level and at the developer level with Adobe. Adobe answered questions quickly, got obstacles moved out of the way, and was very responsive.

Our partnership with Adobe is very important. We’re looking forward to working together to serve more joint customers in the near future.

How Industry Consortiums CTAM and OATC are Working to Boost TV Everywhere Success

Attracting more pay-TV subscribers to TV Everywhere (TVE) has always been an exciting challenge, which involves continually improving the user experience and the way it is marketed. We’re big fans and contributors to the work of two industry consortiums, Cable & Telecommunications Association for Marketing (CTAM) and Open Authentication Technology Committee (OATC), that are bringing industry players together to help increase TV Everywhere usage.

TV Everywhere success benchmarks

We believe that benchmarks for TVE’s success can be pushed higher. To understand current TVE adoption levels, a study conducted by Hub Entertainment Research in October 2014 indicated that just 49% of cable subscribers have used TVE to view TV content at least once over the past six months. To improve this benchmark and others, we support CTAM’s 2015 goals to:

  • Increase TVE usage among cable customers to 65%
  • Increase aided awareness of TVE among cable customers to 75%
  • Increase adoption of CTAM’s UX and messaging recommendations among member companies offering TVE to 80%
  • Achieve 85% member support of CTAM’s summer industry-wide tent-pole marketing communications initiative

This infographic by CTAM suggests three things pay-TV providers can do to help:

Home-based authentication will create frictionless TVE accessibility

OATC is also addressing the user experience challenges of TVE. The focus of an OATC meeting in early May was home-based authentication. It is the ability to automatically recognize pay-TV subscribers and grant them access to programming without sign in. Home-based authentication, which CTAM may position to consumers as Instant Access, would overcome a major hurdle to TVE usage because many pay-TV subscribers feel that signing in with a username and password is an extra step that they don’t want to take. Subscribers are already used to viewing cable or satellite TV without having to sign in, so they want this same frictionless experience for TVE. In response to this consumer demand, OATC members are working on the technical implementation of home-based authentication and ensuring compatibility with features like parental controls.

We’ll be sure to point you to the new documents from OATC on home-based authentication as they develop. In the meantime, pay-TV providers can benefit from the OATC’s existing work by accessing their recommended best practices and working with their standards.

Adobe Primetime is proud to be a contributing member to CTAM and OATC to ensure that viewers get the best IPTV viewing experience, no matter what device they are viewing from. You can follow the work of the two industry consortiums at and


4 Trends Shaping the Future of Television

With this year’s NAB and INTX shows now behind us, we’re taking a moment to consider a few areas within the pay-TV and broadcast industry with considerable momentum or challenges to surmount. The abandoned Comcast and Time Warner Cable merger has been making headlines and appears to be more about the Internet than TV. In fact, the impact of internet technologies like OTT and cloud-based delivery on the industry is becoming more and more obvious. It’s even heightening consumer expectations for personalized programming streams, quick access to theatrical releases and unified discovery across TV services. Here we’ve summarized these trends that are shaping the future of television.

  1. Broadcasters are embracing the cloud

When one of the big three television networks that has dominated U.S. television since the 1950s publicly declares that it has moved to the cloud, it’s pretty safe to say that others will follow. At this year’s NAB Show, Broadcasting & Cable reports that in a supersession titled, “Television’s Transition to an All-IP Future—Why It’s a Big Deal,” Disney chief technology officer Vince Roberts “explained that they had already adopted cloud based technologies to handle the delivery of content to digital platforms like the Watch ABC app. ‘The only ways to automate those process and the only way to scale and be device agnostic was cloud-based,’ said Roberts.”

Charter Communications is also bullish on the cloud and is investing in a cloud-based interface for its WorldBox. According to, Charter CEO Tom Rutledge said, “this makes every box in the Charter footprint state-of-the-art. Smart networks make dumb screens smart. We can take any kind of device and make it a sophisticated device.”

  1. Millennials are the future — and they love streaming

New survey data shows that the youngest millennials prefer streaming video to linear TV. Specifically, more millennials age 14-25 value streaming video sources over cable and satellite TV, according to the ninth edition of the Deloitte “Digital Democracy Survey” released this April. By the percentages, 72% value streaming video sources while only 58% value cable and satellite TV. This is quite different than the older cohort of millennials age 26-31, among whom 63% value streaming video sources and 75% value cable and satellite TV.

NetNewsCheck reports on a “millennial problem” for local TV whereby “most millennials just don’t give a damn about local TV.” The article suggests a number of solutions including developing content that appeals to millennials and distributing it across platforms, including OTT.

  1. Will day-and-date come to TV Everywhere?

The IP-delivery of movies is influencing the traditional movie release cycle. One example of this is day-and-date video on demand (VOD) whereby consumers pay to see a film at home while it’s still playing in the theaters. Variety reports the results of a survey by RBC Capital Markets, which states that 7% of consumer respondents were willing to pay $11-$15 for day-and-date VOD access; 4% were willing to pay $16-$20; and 3% were willing to pay $21 or more.

In a recent white paper, Juniper Research describes the typical movie release cycle as going from cinema distribution to DVD/Blu-ray to pay-per-view to pay TV and finally to free-to-air distribution. Following this model, day-and-date could skip VOD and go directly to pay TV as a form of exclusive content. We know that movie content has the fastest rate of unique visitor growth in TV Everywhere at 216% YOY, according to Adobe Digital Index. Day-and-date could be an interesting way to drive TV Everywhere viewership. TechHive offers a recent and comprehensive pro and con exploration of day-and-date releases.

  1. Innovating the TV user interface

Internet technologies are making it easier to execute innovations around the TV user interface and the pace of innovation is rapid. Crackle is introducing an “Always On” stream of television programming customized to the viewer exclusively on Roku this month, with other platforms to follow. Netflix is planning a new user interface for its television apps later this year that executives say will “bring video playback forward into the browse experience.” New research by Amdocs and IE Market Research suggests that the user interface is the key to making pay-tv work with OTT. LightReading reports, “51% of North American consumers planning to cancel or reduce their pay-TV subscriptions would maintain their monthly spend if service providers offered a unified interface for searching, discovering and watching both pay-TV and OTT content.”

These trends point to a bright future for consumers of television content. Things like cloud-based delivery, personalized programming streams, quick access to theatrical releases and unified discovery across TV services are either already here or not far down the road. Do you agree? Let us know in the comments.

Ramp Up on Closed Captions Fast with “Introduction to Closed Captions”

Closed captions should be easy. They’re just words on the screen. However, they’re actually quite complex. 13 major caption formats have come about in response to regulatory policies and the differing technical landscapes of analog, digital, and online TV. Our technical paper provides a primer on these dominant caption formats and describes how Adobe Primetime enhances closed captioning workflows.

Today, closed captions are an integral part of delivering TV programming to U.S. consumers on any screen. Regulations in the U.S. require closed captions for all television programs, even those redistributed to the Internet.

Our goal with Adobe Primetime is to make it easy for TV providers to extend the reach of closed captions to all platforms. Robust closed captioning support is a key component of the Primetime TVSDK, which uses the 608 over 708 and WebVTT caption formats to extend the reach of premium content to browsers (including Internet Explorer, Firefox, Chrome and Safari) and devices (including iOS, Android, Xbox One and Roku). Anyone using our TVSDK, including TV providers embracing MPEG-DASH, will easily get their captions delivered to all these devices and browsers.

To learn more, check out Adobe Primetime’s “Introduction to Closed Captions” technical paper.

New Technical Paper: “Optimizing ‘Start to Playback’ Performance”

In the Adobe Primetime forums, we noticed that application developers wanted best practices for making the initial playback and channel switching experience of their protected streams as fast as possible. It’s a worthy endeavor because fast video startup time is what viewers expect when watching premium content online.

In response, we have published a new technical paper, “Optimizing ‘Start to Playback’ performance with Adobe Access content,” which outlines five best practices for optimizing the time between when a viewer selects content and when it begins to play. We invite Adobe Primetime application developers to use these best practices.

The paper addresses the basic challenge that protected content takes more time to begin playback then unprotected content because it must be queued up in a cryptographically secure manner. The secure setup takes three steps with Adobe Primetime, each of which has one or more possible optimizations available for developers to improve video startup time. By implementing one or more of these options, you can shave seconds off your video startup time.

To access all the methods to optimize video startup time, download the technical paper from Adobe Developer Connection’s “What’s new” section  or get the PDF directly here.

Be sure to continue to provide your input in the forums. The Adobe Primetime team participates in the conversations that are happening and aims to provide helpful resources, like this technical paper, to help you deliver a seamless viewing experience.

Red Bull Media House and Turner Broadcasting Preview Joint Technology Solution from Akamai and Adobe Primetime

Akamai has integrated Adobe Primetime ad insertion capabilities into its network in an effort to simplify and improve the way online video ads are delivered. The server-side advertising offering is designed to combine the scale of Akamai’s global CDN with the reach of Adobe Primetime and its ad insertion technology.

Red Bull Media House and Turner Broadcasting are already in the early stages of trialing the new solution as part of a technology preview.

“The quality of the content Red Bull Media House produces and delivers is intrinsically connected to its value,” said Andi Gall CTO, Red Bull Media House. “The collaboration with Akamai and Adobe simplifies online video ad delivery, and helps Red Bull Media House effectively monetize its content across platforms and devices.”

Akamai and Adobe have a history of successful collaboration on some of the world’s largest online events to date, including Super Bowls, the Olympics, World Cup and March Madness among many others. Having played critical roles in bringing online video to ubiquity, the companies are now leveraging their collective experience and expertise to help simplify advertising across devices and platforms.

Server-side ad insertion, in which advertisements are stitched into content at the network level, is intended to offer numerous benefits to advertisers, content providers and consumers, including:

  • Monetization opportunities of TV content on any screen, in any format, with any ad decision technology
  • Reliability and limitless scale for linear broadcast-size television audiences
  • Increased device reach with faster time to market
  • Improved viewing experiences and resiliency to ad blocking
  • Enhanced operational visibility thru analytics

Read the official announcement here to learn about these benefits in more detail.

Sony and Adobe Partnership Powers a Revolutionary Multi-Platform TV Viewing Experience

Today, Sony announced the exciting details of a new “Always On” experience for Sony Crackle that will take advantage of Adobe Primetime’s audience-based selling capabilities across IP-connected screens and tight integration with other products in the Adobe Marketing Cloud, such as Adobe Audience Manager and Adobe Analytics.

Sony Crackle is a multi-platform video entertainment network that streams full-length Hollywood movies, TV shows and original web shows to viewers for free. Its innovative new design combines the curated experience of on-demand streaming with the simplicity of an “Always On” programmed TV experience. As soon as a viewer launches the new Crackle, a scheduled program will immediately begin playing. Consumers can watch what’s currently playing or browse for something that suits them even better in the newly created channel guide.

Sony Crackle’s hybrid programmed and on-demand experience is revolutionary. Most TV viewing experiences focus on either a really good on-demand experience or a really good programmed experience. Crackle has struck a unique balance between the two experiences. Its new “Always On” experience will roll out exclusively on the Roku platform in May and expand to cover a variety of other platforms throughout the summer. The service comes at a time when over-the-top (OTT) video consumption is surging. Premium video viewing on OTT devices has increased 350 percent year-over-year. And OTT devices and game consoles are the fasting growing TV Everywhere platforms. (LINK)

Sony has partnered with Adobe to power key aspects of Sony Crackle’s playback, personalization and ad measurement. The Primetime TV SDK will ensure HD content playback, seamless transitions between content and ads across all programmed and on-demand streams, and scalability across platforms beginning with Roku. The integration between Adobe Primetime and Adobe Audience Manager will help Sony refine audience segmentation, reduce ad impression waste by 40-50% and serve content that is based on the viewer’s interest. The integration between Adobe Primetime and Adobe Analytics will be used to measure ads consistently beyond the desktop and across all platforms. Overall, the technology is in place for a multi-platform TV viewing experience that viewers want to spend time with, that advertisers want to advertise on, and that drives effective monetization for Adobe.

The Adobe Primetime team is especially excited about the positive impact this partnership will have on viewers and advertisers. Viewers will get a free, targeted, personalized “Always On” viewing experience to enjoy TV content wherever, whenever they want while Sony’s refined audience segments will help advertisers reach the specific audiences that will elevate their campaign success.

Read the official announcement here.

How We’ve Architected Adobe Primetime for TV Everywhere’s Growth

The first step in the TV Everywhere viewing experience, the authentication step, must be as flawless as possible. Content programmers and pay-TV providers don’t want authentication issues to stand in the way of subscribers accessing content they paid for. So, we’ve enhanced the service architecture for Adobe Primetime to provide the most robust authentication system possible for TV Everywhere. The enhancements we’ve made are helping delivering smooth, reliable authentication experiences even at peak levels of concurrent video starts.

Our “four nines” service availability

Adobe Primetime authentication (formerly Adobe Pass) handles the vast majority of all TV Everywhere authentications and has an audience coverage of 98% in the US and 95% in Canada. It’s available at the very high “four nines” level of service, which means that it can authenticate viewers with less than 4 minutes of service downtime every month.

Ready for growth

Our enhancements come in preparation for two kinds of TV Everywhere growth. First, we anticipate that overall growth will continue. According to Adobe Digital Index, unique TV Everywhere viewers increased 117% from 2013 to 2014 and authenticated TV Everywhere video starts increased 266%. Second, we expect an increase in the peak levels of concurrent video starts. There are already explosive concurrent video starts around big events like the Olympics, March Madness and World Cup. The peak numbers are only going to get bigger, especially with new tools like our push notifications for mobile applications, which can simultaneously invite millions of subscribers to authenticate and watch the same live stream at the same time.

Less latency, more stability with our robust service architecture

There’s a number of architecture improvements that we’ve made to make Adobe Primetime the most robust authentication system possible.

We’ve graduated Adobe Primetime authentication from using a single, main data center with a failover reserve to a multiple data center footprint that operates from both coasts in the United States. The new footprint is reducing latency by using the data center that’s the closest to each viewer to respond to authentication requests.

We’ve also introduced real time operational analytics of entitlement transactions, which relies on big data storage technologies like Hadoop and HBase. All infrastructure operations were fully automated and product releases happen now without any impact on the end-user experience. This has helped us upgrade components of our architecture with modern technology that’s more appropriate for the scale of the use case that we’re serving.

Less service interruptions, more reliability with our intelligent service architecture

We’ve also upgraded our services architecture to improve our early warning notifications, outage protection, and live event monitoring.

We’re now anticipating and fixing technical issues before they have any visible effect on our customers or their subscribers. We use an on-call process that takes advantage of our significant investment in an early warning and monitoring system. The system automatically alerts on-call engineers about possible issues so they can respond quickly. This improves uptime and service excellence for customers authenticating through their pay-TV providers.

We can keep authentication and streaming working for TV Everywhere viewers, even when there’s a temporary service disruption with their pay-TV provider’s online authentication system. Our enterprise-grade outage protection service can temporarily and seamlessly take over the authentication and authorization of transactions for a pay-TV provider. This gives the network the time to fix the issue on their side without any disruption to customers. When everything is fixed, we seamlessly return the entitlement back to our customer’s system.

We’re also able to monitor customer applications during their important live events with the same rigor that we monitor our own systems. With live event monitoring, we aim to anticipate and fix any technical issues with a customer’s system that crops up during a major, planned surge of traffic. Live event monitoring can work hand-in-hand with outage protection to make the highest profile TV events reach TV Everywhere subscribers without a hitch.

The right partner for TV Everywhere success

We’ve made big investments across our systems and services architecture to provide the most robust authentication system possible for TV Everywhere. We’ve achieved “four nines” on our side of the TV Everywhere equation.

We’re also helping pay-tv providers with stability and reliability on their side, too. Any content programmer or pay-TV provider that’s forecasting increased audiences or planning for a big live event should look into our outage protection and live event monitoring. Through partnership, we can provide a great experience for TV Everywhere viewers.

By Cris Radu, Director of Engineering, Adobe Systems