Each quarter, the Digital Video Benchmark report by Adobe Digital Index highlights the changes taking place in how consumers view video. The biggest highlight of the Q3 2015 report is the rapid growth of TV Everywhere viewing on connected TV devices like Apple TV and Roku. Our data shows that television is moving back into the living room with more content becoming available via connected TV devices. The data also shows that once viewers find TV Everywhere content, they consume an ever-increasing amount of it. However, to maximize the potential of TV Everywhere and ensure new user adoption accelerates, the industry has to do more around awareness, discoverability and ease of use. Here are some key findings from the report:
TV is returning to the living room
23% of all TV Everywhere authentications now take place on a connected TV device, representing 130% YoY growth. Of this 23%, 13% is from Apple TV and 7% is from Roku, which leaves a mere 3% of TV Everywhere authentications to all other TV connected devices such as gaming consoles, the Amazon Fire TV and Smart TVs. Movie viewership in particular is driving this trend. Movie viewers are twice as likely to watch programming on a TV connected device than any other device.
TV Everywhere shows stickiness with users
Consumption from existing TV Everywhere users jumped by 102% YoY while new user adoption inched up, growing by just 8% over the last 12 months. So, the viewers who do consume TV Everywhere content have nearly doubled their consumption.
Youth programming and movies boost stickiness
Much of the growth in TV Everywhere content consumption is coming from teens and toons programming for youth and movies. Teens and toons is the most frequently viewed content genre and it grew 46% QoQ. It’s viewed the most frequently on Android devices. Movies is the fastest growing content genre with 127% growth QoQ. Movies are heavily viewed from TV connected devices where the bigger screen improves the viewing experience.
Smartphones replaced tablets as the preferred mobile viewing device
Viewing non-authenticated online video on smartphones increased by 33% YoY while tablet viewing declined 7%, which can be attributed to slowing tablet sales and smartphones with larger screen sizes. Although nearly half of all web browsing occurs on a smartphone or tablet, only 31% percent of videos were viewed on a mobile device.
About the Q3 2015 Digital Video Benchmark report
The analysis in the benchmark report is based on aggregated and anonymous data from over 1,500 media and entertainment sites between Q3 2014 and Q3 2015. It measured 134 billion online video views and 3.6 billion TV Everywhere authentications across pay-TV service providers covering 99 percent of pay-TV households in the U.S and Canada. Adobe also analyzes TV Everywhere content from 159 TV channels and over 300 TV Everywhere sites and apps – more than any other technology company in the industry.
For more insights, download the full Q3 2015 Digital Video Benchmark report.