Further illustrating the challenge faced by authenticated TV Everywhere services, 82% of consumers are unfamiliar with the concept and just 4% know their login information, according to a recent poll conducted by video search firm RAMP.
The survey, conducted on LinkedIn during the fourth quarter of 2013, also found that 67% have never watched TV through their cable provider’s website or app. In comparison, just 5% said they use TV Everywhere services “many times per week,” and 9% said they use them on a daily basis.
The low awareness and usage of authenticated multiscreen services “is partially due to the TV Everywhere user experience," said Tom Wilde, CEO of RAMP, a company that counts FoxNews, ABCNews and NBC among its customers. "In most cases, there are few compelling reasons for consumers to engage with and return to their cable provider's online experience. In addition, cable programmers seem to be missing key opportunities to strengthen their brands and affinity with viewers by delivering more compelling experiences than traditional linear TV offers."
The adoption challenge faced by TV Everywhere hasn’t been lost on MSOs and programmers. At the TV of Tomorrow Show in New York last month, industry execs acknowledged that the success of authenticated services will hinge on simplicity, as well as improved content discovery and personalization components, and a ubiquitous multiscreen content offering.