Posts tagged "Digital Index"

Exciting trends in video monetization and TV connected devices in Q2 2015 Digital Video Benchmark report

The Digital Video Benchmark report by Adobe Digital Index can help you keep up-to-date with the changes taking place in how consumers view video. It covers both online video consumption and TV Everywhere trends. In the Q2 2015 report, we identified three key trends that will be important to Adobe Primetime customers. Here’s a summary of these trends.

  1. Video monetization is on an upward trend; viewers are now watching nearly 3 ads per video view
    Video ads per video view are up 30% over Q2 2014. Monetizing video appears the easiest in reality TV, where viewers see 3.9 ads per video view, and the hardest in comedy, where viewers see 2.1 ads per video view.
    global monthly average ad start per video start
  2. Authenticated TV is moving back to the living room; 21% of TV Everywhere authentications are happening from TV connected devices
    The share of authenticated viewing via a TV connected device rose from 10% in Q2 2014 to 21% in Q2 2015, an increase of 110% year over year (YoY). This, combined with a 21% decline YoY in tablet video viewing suggests that viewers are ditching their tablets in favor of TV connected devices. Kids swapping out iPads for Apple TV and Roku are leading this charge.
    share of TV everywhere users by device type
  3. Viewing frequency is now the highest on TV connected devices
    In Q2 2014, TV connected devices trailed iOS and Android in the average number of authenticated video views per visitor. By Q2 2015, viewing frequency jumped from 7.2 authenticated video views per visitor to 9.7 authenticated video views per visitor. This makes TV connected devices beat out all other access types on viewing frequency. In comparison, iOS has a viewing frequency of 9.2 authenticated video views per visitor, Android has a viewing frequency of 7.9, and the browser has a viewing frequency of 4.8.
    tv everywhere viewing frequency by access type

You can read the full Q2 2015 Digital Video Benchmark by Adobe Digital Index by downloading a free copy here.

Highlights from Adobe Digital Index’s U.S. Digital Video 2014 Inaugural Report

Adobe Digital Index’s U.S. Digital Video 2014 Inaugural Report report is now available. This report helps broadcasters, cable networks, and distributors anticipate and plan for the changes taking place in how consumers view video. The report covers TV Everywhere and online video viewership trends.

Key points include:

  • TV Everywhere grew significantly in 2014. Unique viewers increased 117% YOY and authenticated video starts increased 266% YOY.
  • As of Q4 2014, gaming consoles and OTT devices now make up 16% of TV Everywhere authentications.
  • Video viewing on mobile devices will overtake desktop video viewing by Q4 2016.

Net/Net: In 2015, consider optimizing the TV Everywhere experience for gaming console and OTT devices and the online video experience for mobile.

Read on for more details from the U.S. Digital Video 2014 Inaugural Report.

TV Everywhere highlights

2014 was the year that TV Everywhere was picked up by the early adopters; in 2015 it could “Cross the Chasm” to the early majority stage. The following key TV Everywhere highlights show you just how big TV Everywhere has become and highlight areas of further growth.

  1. There’s more people watching more content than ever before via TV Everywhere. On average, 13 million viewers tuned into TV Everywhere services in 2014, up 117% from 6 million in 2013. 2014 saw 2.1 billion authenticated video starts, up 266% from 574 million in 2013.
  2. Graph-2lGraph-2kGaming console and over-the-top (OTT) devices are taking a bite out of the iOS share of TV Everywhere authentications. Gaming console and OTT device share of authentications rose 50% YOY from 11% in Q4 2013 to 16% in Q4 2014. iOS share of authentications dropped 21% YOY from 57% in Q4 2013 to 45% in Q4 2014.
  3. Graph-2eSports content has the most unique visitors in TV Everywhere with 3.2 times as many unique visitors as movie content. However, movie content has the fastest rate of unique visitor growth at a 216% YOY rate of growth.

Graph-2n

Online video highlights

The biggest trend in online video is mobile video viewing. The following key online video highlights predict when mobile video viewing will be bigger than desktop video viewing and highlight related video viewing metrics.

  1. Mobile device video viewing may overtake desktop video viewing by Q4 2016. In Q4 2014, 15% of online video starts took place on smart phones and 12% took place on tablets for a total of 27% of online video starts taking place in mobile. In just two years, this could increase to 50.2%.
  2. Graph-2bSmartphone completion rates are up. The new, larger-screen iPhone release in Q4 2014 gave smart phone video completion rates a slight boost with the percent of videos reaching the “50% complete” point on smart phones increasing 7% over the Q3 2014 video completion rates.
  3. Graph-2cTime spent metrics are up for online video across all devices. Time spent viewing video on a smart phone is up to 24% QoQ. Time spent viewing video on a tablet is up to 16% QoQ. Desktop average video view time is now 16 times longer than the average smart phone video view time, versus the 17 times difference in Q3.

Graph-2d

Get the rest of the insights from the U.S. Digital Video 2014 Inaugural Report via the free download here.

Adobe Primetime Scores Touchdown with NBC Sports Digital, Powers Super Bowl Live Streams

Adobe Primetime has powered viewer experiences for NBC Sports Digital across screens since the 2012 Summer Olympics. The Super Bowl was a major sports milestone for live online streaming and whether you were rooting for the New England Patriots or Seattle Seahawks, one thing is for certain: People tuned into the big game in big numbers, across devices, in real-time to bring the Super Bowl beyond the living room.

NBC Sports Live Extra used Adobe Primetime’s playback and ad insertion capabilities to bring the Super Bowl to 1.3 million concurrent viewers across devices at its peak – the most for any Super Bowl (up 18% from last year). Thanks to NBC Universal, a special promotion (Super Stream Sunday) enabled viewers to watch the Super Bowl, a special episode of The Blacklist, and preceding programming without requiring the usual credentials and login information from broadcasters and pay-TV service providers.

Some other online viewership stats that made this Super Bowl stand out based on NBC Sports Live Extra data:

  • New streaming record with 800,000 average viewers per minute  (up 52% from last year’s Super Bowl)
  • 213 million total minutes viewed (up 99% from last year’s Super Bowl)
  • 5 million unique total online views (not just concurrent), up 9% from last year’s Super Bowl
  • Quality of NBC Sports Live Extra stream was high with engagement at 84.2 minutes per viewer

Sports content is a huge driver for online viewing and getting users to set up online accounts to enable TV Everywhere. 2014 was a landmark year for TV Everywhere and the biggest year yet with special events like the Sochi Winter Olympics and Soccer World Cup. In fact, the Adobe Digital Index Q2 2014 U.S. Digital Video Benchmark report found that sports networks saw frequency of viewing rise 31% year-over-year (YoY). We are excited to see what 2015 holds for the future of TV and continuing our partnership with NBC Sports Digital. Stay tuned for more to come!

Super Bowl_NBC Sports

 

NBC Universal Wins Emmy Award for TV Everywhere Live Streaming

Adobe Primetime is thrilled to see NBCUniversal and NBC Sports Group, along with Time Warner Cable and MLB Advanced Media (MLBAM), win a Technical & Engineering Emmy Award for Pioneering Multiplatform Video Delivery. As viewers continue to watch live streaming sports content through the latest game consoles, OTT, and mobile devices, the ability to quickly deliver and monetize content on these platforms is increasingly more important.

Adobe’s Q3 2014 U.S. Digital Video Benchmark Report found that total online video starts grew 22% YoY and TV Everywhere video starts increased 108% YoY and 38% quarter over quarter (QOQ). That is why these programmers and MVPDs deserve this award for their scalable, reliable deployments across multiple platforms. They continue to ensure that their viewers and subscribers get amazing viewing experiences when and where they want. Adobe Primetime looks forward to supporting more implementations like these with the most reliable and flexible multiscreen delivery and monetization TV platform available.

New-Primetime-Logo

 

Adobe Primetime Receives “Most Significant Impact Award” at TV of Tomorrow Show

This week we’re surrounded by some of the brightest minds in the industry at the TV of Tomorrow Show in San Francisco. The Adobe Primetime team is there in full force discussing the future of digital TV and how we’re working with partners and customers to advance the industry.

Earlier today, our own Tamara Gaffney, who runs the Adobe Digital Index team, presented the latest trends and insights from our Q1 U.S. Digital Video Benchmark Report, showing that online TV consumption is up 246% YoY (see separate post). Our VP of Video Solutions, Jeremy Helfand, then spoke on a panel with other industry executives from BSkyB, CTAM, Disney/ABC Television Group, NBC Universal, Nielsen and nScreenMedia about the current state and future of TV Everywhere. Kelash Kumar, group product manager for Adobe Primetime, will end the day speaking on a panel with other industry luminaries about how “server-to-screen” strategies can prepare content owners for the future of video distribution. It’s rewarding seeing so much momentum in the industry and connecting with so many of our customers and partners.

Jeremy Helfand (center), VP of Adobe Primetime, discusses the future of TV Everywhere on a panel at The TV of Tomorrow Show

Jeremy Helfand (center), VP of Adobe Primetime, discusses the future of TV Everywhere on a panel at The TV of Tomorrow Show

TVOT Panel 2

Tamara Gaffney, principal analyst for Adobe Digital Index, presents the latest findings on the growth of TV Everywhere in the U.S.

Topping off a great first day at the TVOT Show, we were honored that Adobe Primetime was presented with the “Most Significant Impact Award” as part of the 11th Annual Awards for Leadership in Interactive and Multiplatform Television, which recognize both corporate and individual achievement in the multiplatform interactive TV space. The “Most Significant Impact Award” recognizes the company and product that had the most significant impact on the overall industry over the past year.

TVOT Award

Adobe’s Jeremy Helfand accepts the “Most Significant Impact Award” for Adobe Primetime at The TV of Tomorrow Show

Adobe Primetime has experienced strong momentum since debuting at The 2013 NAB Show, and we’re continuing to innovate on our multiscreen TV platform with feedback from throughout the industry. This award further validates our efforts to create amazing TV experience everywhere, and we appreciate the recognition from the award committee and our colleagues. We would also like to congratulate our fellow award nominees and recipients for their commitment to making the vision for the future of TV a reality.

For the latest Adobe Primetime updates, subscribe to our blog updates, follow us on Twitter, and check out our website.

UPDATE (6/11/14): Beet TV interviewed Adobe’s Jeremy Helfand about the rise in TV Everywhere consumption across devices:

Online TV Consumption Hits New Record, Up 246% YoY

We’ve said it before, but the days of watching TV on a television in the living room are long gone. To meet rapidly evolving consumer expectations for the TV content they want, the TV industry is finding new ways to bring their content to whatever screen audiences want to watch. Given the deluge of connected devices from tablets and smartphones to game consoles and over-the-top (OTT) devices, easy access to content is taking TV Everywhere consumption to new heights.

Today, we released our Q1 2014 U.S. Video Benchmark Report which examines TV Everywhere and non-authenticated online video trends. The findings were staggering with online TV consumption reaching an all-time high – up 246% year-over-year (YoY). Our analysis is based on aggregated and anonymous data from 1300+ media/entertainment sites between Q1 2013 and Q1 2014. It includes 151 billion total online video starts and 1.3 billion TV Everywhere authentications across 250 pay-TV service providers covering 99% of pay-TV households in the U.S. A few other key findings:

  • Game consoles and OTT devices saw the strongest market share growth increasing 539% YoY.
  • iOS apps surpassed browsers for the first time as the most popular access point for online TV achieving a 43% market share (compared to a 36% market share for browsers)
  • More U.S. pay-TV households (21%) accessed TV Everywhere content across devices in Q1 than ever before (compared to 16% six months ago)
  • Unique TV Everywhere visitors to websites and apps per month increased by 157% YoY, while the number of TV Everywhere streams (live, VOD and linear) watched per visitor each month rose 133% YoY.
  • Using a sample size of 1300+ Adobe Marketing Cloud customers, 35.6 billion online videos including user-generated content were viewed worldwide – an unprecedented amount, up 43% YoY.

di_tv-e_video_growth          di_share_pay-tv

TV truly is everywhere now – with more than one fifth of all pay-TV households in the U.S. watching TV online across screens. Check out our full report for the complete findings and methodology. The New York Times also covered our report. We’ll be presenting these findings and discussing industry trends at The TV of Tomorrow Show in San Francisco, June 11–12, so hope to see you there.

Stay tuned for more news and industry insights coming soon. For the latest Adobe Primetime updates, subscribe to our blog updates, follow us on Twitter, and check out our website.

 

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!