Offering another indicator on how TV Everywhere services are performing, usage of those authenticated offerings reached 40% of U.S. pay TV subs in 2015, up from 22% in 2013, according to a new study from Parks Associates.
The study – Entertainment Habits on Connected CE Devices -- also took a look at the frequency of TVE usage, finding that 23% said they watch authenticated video at least once a month.
Those findings amplify some other recent studies that shined the light on TVE. For example, Digitalsmiths, the TiVo-owned maker of video search and recommendation services, found in its Q4 2015 Video Trends study that 40% of survey respondents said they are aware that their pay TV provider offers TVE apps, up 3.7% in two years, and up 13.6% over a three-year span.
“Content providers have been extremely aggressive in promoting their authenticated catch-up services, which is helping create traction for authenticated TV Everywhere services in the digital entertainment household,” Glenn Hower, research analyst at Park Associates, said, in a statement. “As usage increases, service providers and content companies alike will need to expand their big data capabilities, allowing them to create even more personalized services for their subscribers and viewers.”
Parks Associates noted that Hower will discuss his latest research and shed light on new pay TV strategies at Connections: The Premiere Connected Home Conference, set for May 24-26 at the San Francisco Hyatt.