[opendtv] TV Everywhere popularity grows among pay TV subscribers, says ABI Research

  • From: Craig Birkmaier <craig@xxxxxxxxx>
  • To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
  • Date: Wed, 3 Jul 2013 11:01:06 -0400


TV Everywhere popularity grows among pay TV subscribers, says ABI Research
Jul. 1, 2013

Close to one in three U.S. households that subscribe to telco TV are expected 
to access multiscreen or TV Everywhere services by the end of 2013, according 
to ABI Research’s OTT and Multi-screen Services Research Service.

Of these multiscreen and TV Everywhere experiences, the vast majority will be 
by consumers using advanced interactive features, such as remote programming of 
a DVR.

ABI Research finds that cable TV providers are close behind due to their early 
lead, but the growth rate for these services is slower because of the greater 
diversity of cable households and services. Not all service providers currently 
offer TV Everywhere.

“In the multiscreen and OTT space, the MVPDs are moving at a relatively fast 
pace — rapid enough that in some instances the platforms have outpaced consumer 
awareness,” said practice director Sam Rosen.

Direct-to-home satellite TV providers lag farther still due to slower starts 
and lack of in-house broadband services. However, there is movement in this 
arena with some novel experiences like Dish’s Sling place-shifting technology.

“The market is still developing with many of the early growing pains, like 
authentication, finally starting to take a back seat to the content,” said 
senior analyst Michael Inouye.

“In many respects the technology is in place to increasingly offer wider 
reaching TVE services. Securing the rights to broader content distribution is 
the primary remaining hurdle, but once standard metrics are developed the 
content floodgates are expected to open wider.”

ABI Research finds that consumer education about TV Everywhere services, 
especially help navigating content availability, is in need of attention.

“Beyond consumer education a great deal of work remains to best optimize the 
user experience, one that satisfies consumers’ increasing penchant for 
on-demand content but also ensures the content is adequately monetized," said 
Rosen. "This objective is creating new opportunities for a wide range of 
companies within the greater content value chain.”

Following the computer, the Apple iPad is the most supported TV Everywhere 
device in use in the United States. Both iOS and Android smartphones and 
tablets are responsible for the largest portion of TV Everywhere support, even 
exceeding game console support for the TV Everywhere experience, ABI Research 
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