The expanded use of single-sign on functionality continues to play a role in driving up TV Everywhere metrics, according to a new study from Adobe.
SSO, now a component of Adobe Primetime, removes the need for consumers to remember and input login credentials every time an app and device are used. Without SSO, users are required to re-enter their credentials every 30 days (on average) to access each app on each connected device.
In the pre-SSO days, each time a TVE users came across a sign-on prompt, the chances of a successful log-in were just 56%, as some users were unwilling to search for those credentials or were somehow unaware that they were required, Blake Elmquist, senior product marketing manager for Adobe Primetime, explained in a blog post.
Per Adobe data from September 2017, TVE consumption achieved some records:
-Authenticated video starts rose 46% year-on-year, reaching 500 million
-Authenticated TVE viewers are up 25% in that period, extending to 20.45 million uniques.
Additionally, 45% of TVE authentications are occurring via SSO, at an individual platform level, Adobe said.
Adobe, Elmquist noted, is pushing ahead on a multi-phase plan for SSO, starting with work with platform providers and media companies to enable it on multiple apps on the same device. In phase two, Adobe will deploy SSO across all devices, so that viewers need only to sign on one time, on any device, to access all TVE apps across desktop, mobile and OTT devices. This cross-device SSO capability has already been enabled on platforms such as iOS, tvOS and Roku’s OS.