mobile videoTV Everywhere (TVE) viewing doubled in the past year, according to a TV Everywhere trends report from Adobe Digital Index (ADI). Authenticated TVE viewing increased 58 percent quarter-to-quarter in 1Q´16, according to ADI. Sports and television premieres were the primary growth drivers, Adobe highlights in a news release.

Adobe also found that 7 in 10 TVE viewers (71 percent) watch from one location. Even among mobile TVE viewers, 72 percent watch from one location. Viewers are using mobile devices more than any other type of connected entertainment device when watching TVE content.

“What this means is that TVE viewers are actually highly engaged and create a strong, addressable audience for marketers,” ADI managing analyst Becky Tasker explained in a press release.

TV Everywhere Trends
Authenticated year-over-year gains in TVE viewing were recorded for TV connected devices, browsers and Android-based devices. The share for iOS devices dropped 22 percent.

That suggests there’s an opportunity for TVE market players to introduce a single multi-platform authentication system. Doing so would improve viewers’ TVE experience while also enabling service providers to gather more and better subscriber data and help marketers better understand viewing behavior and preferences, Tasker pointed out.

According to Tasker: “The main implications for marketers from our Q1 report is that people are using their mobile devices in lean-back mode to consume content, which is a huge opportunity for marketers to reach a highly engaged audience with relevant marketing messages.”

The Cable & Telecommunications Association for Marketing (CATM) just this week announced the launch of an open TVE standard that will enable pay-TV subscribers to sign in just once to access vendor platforms in and outside the home.

A Slideshare presentation of the ADI TV Everywhere trends report is available online.

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