TV Everywhere Use Continues Its Climb

Set-top-delivered VOD remains a big ad player, FreeWheel says
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It’s been a Rocky Road for TV Everywhere apps with content access and authentication challenges, but usage numbers indicate TVE’s path is becoming smoother as platforms continue to evolve and improve.

Ad views from TVE products jumped 242% in the third quarter of 2015, per the latest Video Monetization Report from FreeWheel, the ad-tech firm now owned by Comcast.

The report also found that authenticated viewing for long-form and live TV accounted for 65% of monetization in the period, up from 46% in the year-ago quarter.

Even as OTT platforms have become important conduits for digital video advertising, the traditional set-top box remains a significant player in the overall market. Set-top-delivered VOD accounted for 18% of total video ad views studied by FreeWheel, making it the second-largest device category following desktop and laptop computers.

FreeWheel’s report also shed more light on how content is being viewed on different platforms. Viewers using desktops or laptops and smartphones gravitated to short-form clips (accounting for 59% and 69% of their respective ad views), while tablets were most popular for long-form viewing. TV-connected OTT devices, meanwhile, saw 61% of their ad views originate from live TV content, according to FreeWheel.

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