Just 7 percent of TV Everywhere (TVE) subscribers think of the authentication process as negative. Less than 1 percent think such processes are “very difficult,” according to new market research from TDG (The Diffusion Group).
The findings run contrary to industry leaders’ assertions that authentication processes are cumbersome “and an obstacle to expanding TVE use,” TDG says.
Authentication processes are part-and-parcel of industry efforts to enhance network and data security. By adding another layer of identity verification, authentication processes are intended to address the myriad, growing number and variety of cyber threats. In most cases, authentication involves would-be viewers entering their account numbers and/or user names and passwords before gaining access to TVE content.
“From a consumer’s perspective, this is simply ‘logging in,’ like they do several times a day for a variety of Web services. It is a commonplace activity which is a normal part of using the Internet,” TDG President and Director of Research Michael Greeson was quoted as saying.
“Unfortunately, authentication has been demonized by industry executives as a key reason TVE use is not more widespread. Unfortunately, pointing to authentication as the cause of slow TVE uptake is a ‘red herring,’ distracting attention from the real culprits: poor marketing and the inconsistent availability of the newest shows.”
TDG also found that only 11 percent of former TVE users cited authentication as the reason they stopped using TVE services. Just 9 percent of those who don’t use TVE said similar factors have stopped them from using TVE services.
TV Everywhere Adoption
Rather than authentication, TDG found that those not using TVE are more apt to cite a lack of interest in viewing TV programs on “small screens” or to have a poor understanding of TVE’s benefits and availability.
Greeson pointed out that its findings don’t indicate that viewers aren’t supportive of efforts to automate authentication. Eighty-two percent of tablet and smartphone TVE users believe automatic authentication would enhance TVE services, he highlights.
“While logging in to access home TV content is rarely viewed as a hassle, eliminating this step altogether is viewed as an important improvement,” says Greeson. “For those looking to differentiate their TVE services — be it an operator or a pay-TV network — fully automating authentication is a step in the right direction.”