Growing TV Everywhere Adoption to 70%, Part 3: Reducing Sign In Friction

Do you want TV Everywhere to reach 70% of pay-TV subscribers by the end of 2017? I’ve outlined here why this is possible and I’ve shared some ideas for getting over the first hurdle to adoption, which is the awareness hurdle. However, before investing significantly in driving awareness, there’s another hurdle to address. It’s the cumbersome sign in process where pay-TV subscribers have to enter in their username and password in order to watch TV Everywhere. 

The current state of TV Everywhere sign in

Currently, TV Everywhere sites and apps ask pay-TV subscribers to sign in with a username and password once every 30 days, on average. If pay-TV subscribers switch to a different TV Everywhere site or app, they may be asked to sign in again. Consumers do not like these sign in requirements and they’re causing consumers to go elsewhere to view entertainment content.

Put yourself in your subscribers’ shoes for a moment. Joe comes home from a long, hard day at work and tries to catch up on his favorite show from a TV Everywhere app on his Roku box. He hits the sign in wall and gets frustrated that he can’t just watch the shows he’s paying for. He exits the TV Everywhere app and opens YouTube where he watches a video blogger he likes instead.

Studies from CTAM and Hub Research have confirmed consumers’ propensity to leave TV Everywhere apps and sites, and seek alternative sources of entertainment, when they come to a sign in wall. Specifically, studies have shown:

Research shows that the majority of online TV viewers would rather watch free or pirated video than enter a username and password to watch premium TV online.

The ideal TV Everywhere sign in experience

In place of the current sign in experience, the ideal experience would be for viewers to move directly from discovering shows to watching shows without hitting a sign in wall at all.

If watching TV Everywhere was more like watching traditional cable or satellite TV — where there is no username or password to enter — viewers would use it more and be happier with the experience. In addition, all efforts to drive awareness of TV Everywhere would be more effective because users would easily progress along the TV Everywhere journey from awareness, to trial, to repeat usage.

The benefits of reducing sign in friction 

There’s a lot to gain by reducing sign in friction. It makes pay-TV subscribers more likely to try TV Everywhere sites and apps and become repeat users. In turn, this leads pay-TV subscribers to become more loyal to their pay-TV provider and to TV networks. For instance, research by The Diffusion Group identified four ways that using TV Everywhere improved consumers’ perceptions of pay-TV providers and TV networks, which are illustrated in the chart below.

Change in consumers’ perceptions due to TV Everywhere use

Q: To what extent has your use of these [TV Everywhere] TV streaming apps changed your perception of the following?

Impact of TV Everywhere Usage on TV Brands

Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

Three ways to reduce sign in friction

The industry has at least three ways to move closer to the ideal sign in experience. Industry players can use Home Based Authentication (HBA), support single-sign on, allow persistent authentication, or implement all three options.

Let’s look at these options in more detail.

  1. Use Home Based Authentication
    With Home Based Authentication (HBA), sites and apps that support TV Everywhere can verify subscribers’ access from within the home without asking for a username and password. When one leading multichannel video programming distributor (MVPD) implemented Home Based Authentication (HBA), it saw an 82% increase in unique users of TV Everywhere and a 32% increase in engagement with TV Everywhere. This  infographic covers everything you need to know about Home Based Authentication including how to get started. 
  2. Support single sign on
    Single sign on is an authentication process that permits a user to access multiple sites and apps. It can allow a pay-TV subscriber to authenticate once and then jump from site to app to site watching whatever TV Everywhere content that they want without running into any sign in walls. It can work with Home Based Authentication so that a pay-TV subscriber can access the hundreds of TV Everywhere sites and apps from home without ever having to enter their username and password. Or, it can work outside of the home by asking just once for a username and password and then applying that verification to all TV Everywhere sites and apps.
  3. Allow persistent authentication
    Persistent authentication is a capability that keeps audiences logged in forever. Instead of timing privileges out at the end of a viewing session or at the end of a day or even after 30 days, it can keep subscribers authenticated as long as their TV Everywhere consumption adheres to the rules. For example, as long as subscribers don’t participate in password sharing, pay-TV subscribers that are authenticated once can stay authenticated.
  4. Implement all of the above
    The ideal TV Everywhere experience, where viewers can move directly from discovering shows to watching shows without hitting a sign in wall, can be accomplished by implementing Home Based Authentication, single sign on, and persistent authentication. Home Based Authentication would allow pay-TV subscribers to access TV Everywhere sites and apps without having to enter a  username and password. Then, single sign on would let pay-TV subscribers navigate all TV Everywhere sites and apps as an authenticated user. Finally, persistent authentication would keep pay-TV subscribers authenticated forever. Overall, this will provide a welcoming experience to new TV Everywhere users and will help retain existing TV Everywhere users.

Working together to grow TV Everywhere adoption to 70%

This is the third article in a four-part series that aims to spark the actions that will help the pay-TV industry take TV Everywhere adoption to new heights. In the first article, I provided an overview of the awareness, sign in, and discovery stages of consumers’ TV Everywhere journey. In the second article, I shared some ideas for increasing consumers’ awareness of TV Everywhere. In this article, I covered how to reduce sign in friction. My next and final article in the series will explore what needs to happen with content discovery in order to drive adoption.

Adobe Primetime Receives “Most Significant Impact” Award at TVOT Show

TTVTThis week, we’re attending the TV of Tomorrow (TVOT) Show in San Francisco alongside many of our customers and partners to collaborate and learn about the current and future state of the TV industry. It’s been great connecting with so many different industry players around what’s needed to move the industry forward, technological advancements, and emerging business models that will take TV to the next level with a more personalized, engaging and relevant consumer viewing experience across screens.

Last night, [itvt]‘s 13th Annual Awards for Leadership in Interactive and Multiplatform Television were presented and Adobe Primetime was honored with the “Most Significant Impact Award.” Thank you to the TVOT Show committee and judges for presenting us with this award. It truly reinforces the impact Adobe Primetime has had on the industry over the past year…and we’re not slowing down.

TTVT2
Adobe’s Art Mimnaugh (left) accepts the award on the Primetime team’s behalf

With the help of Adobe Primetime’s partner ecosystem, we’re committed to delivering the best TV delivery and monetization solutions to our customers that will ultimately benefit consumers when and where they want to watch their favorite content.

If you’re attending the TVOT Show, check out my panel today at 9:10 a.m. on “Discovery, Personalization and the TV User Experience,” where I’ll be discussing the latest developments shaping tomorrow’s TV user experience alongside Alticast, Digitalsmiths, Next Media Partners, Tru Optik, and Viacom. We also have our resident TV Everywhere expert, Horia Galatanu, speaking on a panel at 2:45 p.m. today on “Strengthening the TV Everywhere Proposition,” which will dive into how TVE can protect pay-TV from cord-cutters and cord-shavers (as well as increase its appeal to cord-nevers).

Join us for IAB’s TV 2020 Webinar at 2pm on June 15th

Media executive imagines the future of TV.

Do you want to drive revenue by planning and selling holistic TV and digital advertising campaigns? If so, the IAB is hosting a must-see webinar for you on Wednesday, June 15th at  2:00 pm EST titled, “TV 2020: Clear Vision of the Future of TV Advertising.”

In this visionary webinar, presenters from the IAB, Videology, AT&T AdWorks, and Adobe, including Primetime’s VP, Jeremy Helfand, will discuss the declining silos of ad delivery, measurement and optimization.  They will also be discussing the ROI of leveraging cross-platform marketing initiatives.

Register now to reserve your seat.

5 Hurdles to Creating and Distributing Content in VR and How to Overcome Them

Virtual Reality Glasses

Consumers are leaning into virtual reality (VR), which unlocks the opportunity to create 360° VR video content and distribute it, along with your existing 2D video content, to VR headsets. As consumer uptake of VR headsets grows from the low millions today to the hundreds of millions that analysts are predicting by 2025, the opportunity will only get bigger.

We’re already seeing early indicators that video viewing will be a killer app on mobile VR headsets. For instance, Road to VR reports that 7 out of 10 of the most used apps on Gear VR are video-based. According to Oculus about 80% of Gear VR’s active user base of over 1 million consumers are using VR video apps.

If you’re in the business of creating and distributing content, the momentum behind video viewing in mobile VR headsets may inspire you to ask questions like, “What are the hurdles to creating 360° VR video content and distributing all my video content to VR headsets? And, what are the best ways to get over the hurdles?”

We answer these questions here by sharing 6 of the hurdles that media and entertainment companies face and how to overcome them.

Hurdle 1: Capturing high-quality, spherical video

To use the full capabilities of VR headsets, you’ll want to create and distribute 180° and 360° VR video. Of course, you can also repurpose existing 2D video assets in virtual cinema applications. However, adding some unique 180° and 360° VR video to your 2D library of existing assets can help attract audiences to your VR app over others. For this, you’ll need camera gear that’s capable of capturing high-quality, spherical video.

Recommendation: Adobe Primetime recommends choosing one of the following three leading options for capturing high-quality, spherical video. You can use Nokia Ozo to capture high-resolution stereoscopic 360° video. It’s one device with eight video sensors rather than a multi-camera rig, which gets multiple cameras working together. Alternatively, you can also use one of two recommended multi-camera platforms.

If you take the multi-camera platform route, you can choose between Google’s multi-camera platform specification, Google Jump, or Facebook’s multi-camera platform specification, Facebook Surround. With Google Jump, companies like GoPro are making it easy to assemble a compatible multi-camera rig. For instance, GoPro Odyssey is a multi-camera rig that leverages Google Jump to get 16 HERO4 camera modules working together as one. With Facebook Surround, Facebook says that assembly of a compatible multi-camera rig will be possible by this summer with off-the-shelf components.

Hurdle 2: Stitching high-quality, spherical video into 2D or 3D 360° VR video files

It’s not enough to just capture high-quality, spherical video with multiple video sensors or multiple cameras. The footage that is captured needs to be stitched together. For 2D 360° VR video, the footage needs to be stitched and mapped onto a sphere. For 3D 360° VR video, the footage needs to be stitched and mapped onto two spheres, one for each eye that looks into the VR headset.

Recommendation: If you follow the recommendation for capturing high-quality, spherical video, stitching will be relatively easy because each of the recommended cameras has dedicated software for stitching that’s optimized for the specific camera platform. 

Hurdle 3: Choosing what formats and 3D geometry to use for archival and distribution

Standards are still evolving in 360° VR video, which can complicate your choice of file types for things like archival and distribution. Beyond video formats and codecs, there are important choices to make like the geometry of 360° VR video. Do you choose equirectangular projections? Pyramidal projections? Cubemaps? 

Recommendation: For archival, we recommend storing the highest possible resolution, equirectangular projection in a mezzanine video format. With all your 360° VR videos in this archival format, you can convert them at the time of distribution to whatever geometry and whatever file types makes the most sense. For example, if you’re uploading to Facebook, they will accept a high resolution equirectangular projection and convert it on their end to their preferred format and geometry.

Developing-VR-in-UnityHurdle 4: Developing apps on Android, Windows, and PlayStation

A lot of companies are trying to be “The Netflix of VR.” However, Adobe understands that top-tier media and entertainment companies want to be able to control the experience end-to-end, and that means creating your own VR-enabled app capable of reaching the widest number of VR headsets. This means you have to overcome the hurdle of multi-platform development and make an Android, Windows, and PlayStation app as well as follow the new paradigms inherent to 3D development.

Recommendation: Game engines, either Unity or Unreal Engine, are ideal tools for developing a multi-platform app for VR video viewing. For smaller development teams of five people or less, we recommend Unity because it’s easy to use and it abstracts the complexity of dealing with different VR headsets. Larger development teams may wish to consider the Unreal Engine because it can better integrate into existing source control systems and because it provides source code. Both options have extremely attractive pricing. 

Hurdle 5: Protecting content and enabling business models

There are two reasons to provide content protection in VR apps. First of all, content protection capabilities in VR apps can enable business models such as rental content or subscription content. Second of all, when delivering licensed content to any app, including VR apps, the TV and movie studios tend to have very strict content protection requirements that must be honored. If your VR app includes content protection, you can honor these requirements.

Recommendation: At the moment, virtual cinema apps need content protection to both enable business models and meet the content protection requirements of studios. In contrast, 360° VR video apps may only need content protection to enable business models because content owners’ requirements for protecting 360° VR video tend to be less restrictive. For both virtual cinema and 360° VR video apps, Adobe Primetime’s multi-DRM solution called Adobe Primetime DRM, powered by ExpressPlay, will stay current with the native DRM systems that each VR headset chooses to adopt.

Overcoming all five hurdles

There’s clearly a learning curve to creating 360° VR video content and distributing it, along with your existing 2D video content, to VR headsets. It involves becoming good at:

  1. VR white paperCapturing high-quality, spherical video
  2. Stitching high-quality, spherical video into 2D or 3D 360° VR video files
  3. Choosing what formats and 3D geometry to use for archival and distribution
  4. Developing apps on Android, Windows, and PlayStation
  5. Protecting content and enabling business models

Once you’ve overcome these five hurdles, you’ll find it easier to explore the new frontier VR content creation and distribution. Now that you know what’s involved with creating and delivering VR video content, are you ready to reach viewers in VR environments? In our white paper titled “Capitalizing on Viewer’s Hunger for Virtual and Augmented Reality” we share six different ways to engage users with immersive viewing experience and help readers chart out a VR strategy.

Growing TV Everywhere Adoption to 70%, Part 2: Increasing Consumer Awareness

I recently shared the belief that consumer adoption of TV Everywhere can grow to reach 70% of pay-TV subscribers by the end of 2017. This level of adoption is possible because TV Everywhere makes a huge amount of high-quality content available to pay-TV subscribers on all of the most popular connected devices at no additional cost. What’s not to like?

growing TV everywhere adoption

And, TV Everywhere has been growing, just not fast enough. For instance, between Q4 2014 and Q4 2015, TV Everywhere experienced 36% growth year-over-year when it grew from reaching 12.8% of active monthly pay-TV viewers to 17.4%, according to Adobe Digital Index’s 2015 Digital Video Benchmark Report. Still, 17.4% is a far cry from 70%. 

The gap between where TV Everywhere is today and where it could be in the future indicates that there’s one or more points of failure along the consumer’s journey to adoption. Awareness is one of these points of failure. We know this from consumer survey data. For example, a recent survey among adult video streamers by The Diffusion Group (TDG) indicates that TV Everywhere has two kinds of awareness problems:

  1. Some pay-TV subscribers are completely in the dark about TV Everywhere. TDG found that 18% of adult video streamers (who also subscribe to pay-TV) have never heard of a TV Everywhere app from their home TV provider and 24% have never heard of a TV Everywhere app from a home TV network.
  2. Other pay-TV subscribers are only partially aware of TV Everywhere and its capabilities. TDG also found that 27–28% of subscribers have heard of, but are not familiar with, TV Everywhere apps. They might know the apps exist, but they don’t know know much about what the apps do or the content that’s available within the apps.

Before these awareness problems can be fully addressed, there’s a number of challenges to overcome. Here’s our take on one of the key challenges and how to respond.

Challenge: Content programmers and pay-TV providers are missing easy opportunities to drive TV Everywhere awareness and promote the capabilities of TV Everywhere apps and sites. 

If you start to look closely at every touchpoint that content programmers and pay-TV providers have with current and future subscribers, you’ll begin to notice the frequent absence of the term TV Everywhere. You’ll see benefits messaging such as, “Stream live TV and On Demand anywhere” or “All your entertainment on all your screens” with no mention of TV Everywhere. Similarly, watch just about any TV ad for a TV show, and you’ll see the one call to action is for viewers to tune in at a certain date and time with no mention of the option for viewers to watch the advertised show via TV Everywhere.

The answer: Industry organizations like the Cable and Telecommunications Association for Marketing (CTAM) can work toward robust co-branding recommendations for TV Everywhere. These recommendations would be responsible for showing content programmers and pay-TV providers how to include TV Everywhere messaging in their most popular subscriber touchpoints.

CTAM already has messaging recommendations for TV Everywhere. These recommendations could be updated to answer a wide range of co-branding questions that content programmers and pay-TV providers may have, such as:

  • Is there a way to update my app icon to show that it supports TV Everywhere?
  • Is there a way to name (or rename) my app to show that it supports TV Everywhere?
  • What are the recommended ways to incorporate the term TV Everywhere into my existing messaging about the availability of my programming across connected devices?
  • How should ads driving tune-in be updated with TV Everywhere messaging?

Anyone can suggest answers to these questions, but only an industry organization can gather consensus on which answer to use. If the entire industry can apply the same co-branding recommendations to all TV Everywhere apps and sites, then consumer awareness will surely follow.

There’s more to growing TV Everywhere adoption to 70% than just driving awareness

This is the second article in a four-part series that aims to spark the actions that will help the pay-TV industry take TV Everywhere adoption to new heights. In this article, I covered TV Everywhere’s awareness problem and offered one possible solution. Yet, awareness isn’t the only roadblock to 70% adoption. In my next two articles, I’m going to look at what needs to happen with content discovery and the sign in experience to drive adoption. I hope you’ll join me.

Infographic: Consumers Don’t Log In When They Watch Pay TV. Why Should They With TV Everywhere?

HBA_house_white

As an executive in an organization with a TV Everywhere service, you value your customers and strive to be their preferred destination for watching shows and movies.

Yet, something is in your way. It’s the cumbersome sign-in requirements that your viewers have to deal with when they go to watch your content across devices.

Thankfully, the industry has come up with a solution that makes watching TV Everywhere as easy as watching traditional cable or satellite TV. It’s called Home Based Authentication (HBA) and it’s a way to verify subscribers’ access to TV Everywhere without requiring them to enter a username and password.

In the following infographic, we share:

  • Why it’s a big problem to ask subscribers to log in with a username and password
  • How Home Based Authentication (HBA) can increase the number of subscribers using your TV Everywhere service and elevate their engagement with your service
  • How to enable Home Based Authentication (HBA) for your subscribers

In short, Home Based Authentication (HBA) is a TV Everywhere feature that helps you show your subscribers that you value them, make their experience with your service better, and boost their online TV consumption.

Get the free infographic here:

AdobeNewsletterHBA

Innovating for the Future: Video Experiences on Virtual Reality and Augmented Reality Devices

virtual-reality-headset

Providers of live, linear, and VOD content strive to engage viewers on all of the most popular screens — and there will soon be two new device types to add to the must-reach list. Virtual reality (VR) devices like Samsung Gear VR, Oculus Rift, HTC Vive, Playstation VR, and Google Cardboard will be added first. A little further out, augmented reality (AR) devices like Microsoft HoloLens and Meta 2 will also belong on the list.

For content providers and distributors considering adding VR and AR devices to their own must-reach list, we have a must-read white paper titled “Capitalizing on Viewers’ Hunger for Virtual and Augmented Reality.” It puts the VR and AR opportunity into context in six key areas, and includes the following highlights:

  • Project the uptake of VR and AR devices: A recent survey by Deloitte found that 4% of US consumers surveyed already own a VR device. By 2025, analysts predict that hundreds of millions of consumers will own an immersive device.
  • Visualize VR and AR: Examples in the paper demonstrate the main difference between VR and AR headsets, which is that VR headsets completely immerse you in a virtual environment, while AR headsets augment the real world.
  • Consider how VR and AR may converge in the future: In 5 years or more, either VR will emulate AR or AR will be able to replicate VR experiences. This will allow consumers to enjoy a wider range of immersive experiences with a single device.
  • Explore ways to delight users with VR and AR viewing experiences: Virtual cinema experiences in VR are the most immediately practical opportunity to pursue on immersive devices because of the deep libraries of existing content. However, there are many more opportunities to consider including, social viewing in VR or AR, 180° and 360° VR video.
  • Understand the evolving device landscape: At the moment, three kinds of VR devices are poised to reach consumers. The three kinds of VR devices include VR headsets tethered to PCs (PC VR), VR headsets tethered to game consoles (console VR), and mobile VR headsets (mobile VR).
  • Learn about the investments Adobe is making to enable end-to-end video delivery in VR and AR environments: Adobe is investing in ways to extend its multiscreen TV platform, Adobe Primetime, to manage the end-to-end delivery of video experiences to VR and AR devices, with playback, DRM, and ad insertion capabilities. Innovations are focused on providing multiscreen content providers with virtual cinema capabilities and addressing the challenges involved with delivering and monetizing bandwidth-intensive VR and AR experiences to users at typical home broadband speeds. Additionally, Adobe will be adding VR and AR measurement capabilities into Adobe Analytics and other Marketing Cloud solutions.

The white paper can be downloaded here. Be sure to engage with the curated videos embedded in the paper. They will help immerse you into the world of VR and AR devices.

Future-Proofing OTT: New Partnership Solves for DRM Fragmentation

At NAB this year, we’re announcing a partnership that will allow Adobe Primetime customers to protect live, linear, and VOD content using the native DRM for every device and platform.

Our new multi-DRM solution, Adobe Primetime DRM, powered by ExpressPlay, will support:

  • Microsoft PlayReady to reach browsers including Internet Explorer and Edge on Windows and devices including Amazon Fire and Xbox
  • Google Widevine to reach browsers including Chrome and devices including those running Android
  • Adobe Primetime Access (formerly Adobe Access) to reach browsers including Firefox and legacy browsers on desktop
  • Apple FairPlay Streaming to reach devices including those running iOS

Adobe Primetime DRM is a hosted service that:

  • Reduces the complexity of managing and issuing DRM licenses
  • Reduces the number of authentication and entitlement systems that a provider needs to integrate
  • Leverages the highest level of content protection available on each browser or device
  • Works seamlessly with Adobe Primetime TVSDK

Adobe Primetime HTML5 TVSDK Now Available for Multiscreen Playback

Adobe leading the industry to deliver on the promise of HTML5

HTML5 has become an essential technology for delivering video experiences to desktop and mobile web browers, and to other environments that support the standard. Consider these numbers:18% of consumers are watching mobile video only or mostly in HTML5 environments, according to the IAB’s Mobile Video 2015 report. The report says that when consumers watch videos on their smartphone, 40% use the mobile web as much or more than mobile apps.

Adobe is excited to announce that our Adobe Primetime HTML5 player framework will soon be in general availability (GA). Players built using the new HTML5 TVSDK will benefit from the same level of quality, performance, and reliability at scale in our multi-platform TVSDK, which has become the industry’s gold standard with features including Instant On and complex ad insertion capabilities.

The new Adobe Primetime TVSDK capability supports video content and advertising playback in HTML5-compliant live, linear and on-demand OTT environments, including all modern browsers and mobile web. With HTML5 TVSDK, media companies can now reach more devices, monetize experience more effectively, and launch new direct-to-consumer and TV Everywhere services faster.

Adobe has a rich history with HTML5 and the Open Web. We believe that open source enables innovation and is, with open standards, a key enabler of modular and extensible architectures. By contributing to the open-source community and making our proprietary standards and products more compatible with open standards, we’re leading the industry to make the Web and digital video more immersive, interactive and engaging for everyone.

The best way to make HTML5 work for broadcasters

HTML5 alone doesn’t support everything that broadcasters need in order to manage multiscreen video distribution. It only partially solves for fragmentation, and it doesn’t provide unified ways to protect, monetize, and measure content across screens. However, technology providers can extend the capabilities of HTML5 with player technology and an underlying technology platform that caters to the needs of broadcasters. With the right solution set, HTML5 can form the foundation of a successful multiscreen distribution strategy.

TV Today: New Research from Adobe & TDG Shows Consumers Now Spend 42% of TV Time with OTT Services

Consumers’ video streaming behavior has fundamentally changed the competitive landscape of  the TV industry. Media companies now find themselves in a battle for attention, engagement, and audiences. To understand this competitive landscape better, we worked with The Diffusion Group to survey video streamers off all ages.

Here are a few of the key insights from this research. 

Among adult video streamers:

  • 42% of time spent in front of the television screen at home is spent with either subscription, transactional, or free streaming video services.
  • 65% of this OTT time on the home TV screen is spent watching subscription video-on-demand (SVOD), 30% is spent watching free streaming services (also known as FVOD), and 5% is spent watching transactional streaming services (also known as TVOD).

     Weekly hours spent watching OTT on a household TV among all adult video streamers, by age

streaming video survey image 1[2]
     Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

In the subscription streaming video category:

  • 82% of adult video streamers subscribe to some type of online subscription video service.
  • Netflix tops the list at 70% use among adult video streamers, followed by Amazon Prime at 33%, and Hulu Plus at 21%.

     Percent of adult video streamers using online subscription video

streaming video survey image 2[1]
     Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

In the free streaming video category:

  • 88% of adult video streamers use free online video services.
  • YouTube is by far the most popular free online video service. It is used by 83% of adult video streamers. It is followed by Hulu at 23% and Crackle at 19%.

     Percent of adult video streamers using free streaming video

streaming video survey image 3
     Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

In the transactional video category:

  • 34% of adult video streamers use a transactional streaming video service.
  • iTunes, Google Play, and Amazon Instant View are the top three transactional streaming video services.

     Percent of adult video streamers using transactional streaming video

streaming video survey image 4
     Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

In the TV Everywhere category:

  • 17% of adult video streamers (who also subscribe to pay-TV) engage with their TV provider’s TV Everywhere app, while 12% engage with the TV Everywhere apps provided by TV networks. This is largely consistent with the most recent Adobe Digital Index Video Benchmark research.

     Familiarity and usage by type of TV Everywhere streaming service

streaming video survey image 5
     Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

These insights are just a small sampling of what’s available in the full report. It also covers consumers’ opinions on the impact of streaming video services on traditional TV, commercials and commercial avoidance, value of service, reasons for preferring one service over another, effect of original programming on streaming, future intentions for traditional TV, and more.