TV Everywhere usage up 282%; Apple plays growing role in ecosystem

By Jim O'Neill on Jun 04 2015 at 7:15 AM
TV Everywhere usage up 282%; Apple plays growing role in ecosystem

A new report says 25% of TV Everywhere authentications in Q1 2015 were via streaming set-top boxes and game consoles, representing a 300% Y/Y share increase. Much of that growth came from Apple TV, which saw its share of premium video viewing double to 10% in the quarter, up from just 5% in Q4 2014, passing Roku devices as consumer’s top access choice.

The report, Adobe’s Digital Index, also showed iOS devices in general increasing their share of premium video views, with iOS getting 47% of views, up from 44% a year ago.

Game consoles, which have taken a backseat of late to streaming media devices like Apple TV, Amazon Fire TV and Roku, saw a big surge in the quarter, growing to 24% of views, up from 6% a year ago.

Browser viewing continues to slide, making up just 14% of views in the quarter, down from 36% a year ago, and Android devices stayed flat with a 15% share. The trend indicates viewers are continuing to turn to mobile devices and away from computers for their video entertainment.

Apple also scored big in terms of mobile viewing, with 82% of all mobile views occurring on iPads and iPhones.

“Apple is sitting in the catbird seat because of its dominant position with access to consumers and a wealth of video data,” said Tamara Gaffney, principal analyst at ADI. “The challenge will be to see if it can monetize the strategy fast enough to get ahead of the movement away from linear TV toward digital viewing. Apple is clearly looking to play in the video-streaming market, and the growth of that market is a big indicator as to why.”

Adobe reported TV Everywhere usage has risen sharply in the past year, up some 282%.

Adobe’s Digital Index – like most reports coming out of the space of late – show that linear TV is continuing to lose its traction with viewers. Increasingly consumers are opting to watch their entertainment when and where they want to, eschewing traditional appointment television for a model that’s more flexible… and much more mobile.

What’s perhaps even more interesting is the quiet, but persistent, push Apple continues to make into the streaming media space.

Apple’s tablets and smartphones have a disproportionately large share of mobile video views, Apple TV, iOS is 3X more popular than Android for video viewing and, as yesterday’s announcement of a Showtime OTT service suggests, Apple has become the OTT portal of choice for some of the largest premium cable networks.

Stay tuned.

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