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US online TV consumption up 250%

Online TV consumption across all devices grew at 246 per cent year-over-year (YoY) according to the findings of Adobe’s Q1 2014 Video Benchmark Report, which analyses online TV (TV Everywhere) and non-authenticated online video trends.

online_videoGame consoles and Over-the-top (OTT) devices saw the strongest market share growth with a 539 per cent increase. For the first time, iOS apps surpassed browsers as the most popular access point for TV Everywhere content achieving a 43 per cent market share. Browsers fell behind with a 36 per cent share compared to 47 per cent a year ago.

The analysis is based on aggregated and anonymous data from over 1,300 media and 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 per cent of pay-TV households in the US. The analysis also examined TV Everywhere content from 95 TV channels and over 160 TV Everywhere sites and apps.

“More than one fifth of all pay-TV households in the US now watch TV online across screens,” said Jeremy Helfand, vice president, Primetime, Adobe. “With rapidly rising consumer expectations for TV across devices, the TV industry is moving through a rapid transformation and finding new ways to bring TV to whatever screen audiences want to watch.”

Additional findings include:

  • Access points: With 43 per cent market share iOS apps are now the leading access points for watching TV online. Browsers fell behind with a 36 per cent share while Android apps garnered 15 per cent. Game consoles and OTT devices saw the strongest share growth YoY with 539 per cent resulting in a six per cent market share.
  • Content consumption: TV Everywhere content consumption grew 246 per cent YoY, excluding data from the Sochi Olympics, a major TV Everywhere event in Q1. Eighty per cent of children’s content was viewed on iOS apps while browsers drove the majority (50 per cent) of news-focused videos.
  • Reach: Twenty-one per cent of pay-TV households in the US accessed TV Everywhere content across devices in Q1 compared to just 16 per cent six months ago. Ninety-five TV channels now power more than 160 TV Everywhere sites and apps in the US, 30 more channels than six months ago.
  • Frequency: The number of unique TV Everywhere visitors to websites and apps per month increased by 157 per cent YoY, while the number of TV Everywhere streams (live, VOD and linear) watched per visitor each month increased 133 per cent YoY. iOS apps drove 9.2 video streams on average per visitor each month (5.1 videos in Q1 2013) and Android apps came in second with 9.6 streams (3.9 in Q1 2013). Game consoles and OTT devices drove 7.2 streams (2.1 in Q1 2013) while browsers had the lowest number with 5.5 streams per visitor (2.4 in Q1 2013).
  • Online video content (non-authenticated) consumption: Using a sample size of over 1300 Adobe Marketing Cloud customers, 35.6 billion online videos including user-generated content were watched worldwide, a new record and a 43 per cent increase YoY. Twenty-five per cent of all online videos were consumed across smartphones and tablets, a 57 per cent YoY increase.

Source: advanced-television.com