Adobe Primetime’s TV Everywhere (TVE) solution, a feature that allows cable subscribers to watch streaming video on smartphones, tablets and connected devices, celebrates its 5th anniversary this year. During that time, Adobe has powered authentication for TVE’s largest live streaming events, including:
- August 2012: London Olympics
- March 2013: March Madness (NCAA men’s basketball)
- February 2014: Sochi Olympics
- August 2016: Rio Olympics
But with more than 100 million pay-TV subscribers in the U.S. alone, many people are still not taking advantage of the streaming content that is included within their cable subscriptions – active TVE users represent only about 20 percent of all pay-TV households. That will soon change. With recent improvements to content discovery and an increasingly intuitive sign-in experience, TVE adoption is expected to reach 70 percent of all households by 2018. That’s a lot of new eyeballs moving to multiscreen TV, and a huge opportunity for advertisers.