iOS

TV Everywhere Being Used Most Inside iOS Apps Than Browsers

Thursday, June 5, 2014

Among the most surprising results to come out of Adobe’s new Q1 2014 Video Benchmark Report, which analyzes online TV (TV Everywhere) and non-authenticated online video trends, is that for the first time iOS apps have surpassed browsers as the most popular access point for online TV content achieving a 43 percent market share. Browsers fell behind with a 36 percent share compared to 47 percent a year ago.

The report also shows that online TV consumption across all devices grew at 246 percent year-over-year (YoY) with March 2014 setting a new record in total authentications. Game consoles and Over-the-top (OTT) devices saw the strongest market share growth with a 539 percent increase.

The analysis is based on aggregated and anonymous data from over 1,300 media and entertainment sites between Q1 2013 and Q1 2014. It includes 151 billion total online video starts and 1.3 billion online TV authentications across 250 pay-TV service providers covering 99 percent of pay-TV households in the U.S. The analysis also examined content from 95 TV channels and over 160 online TV sites and apps.

Other findings include:

- Twenty-one percent of pay-TV households in the U.S. accessed online TV content across devices in Q1 compared to just 16 percent six months ago. Ninety-five TV channels now power more than 160 sites and apps in the U.S., 30 more channels than six months ago.

- The number of unique online TV visitors to websites and apps per month increased by 157 percent YoY, while the number of online TV streams (live, VOD and linear) watched per visitor each month increased 133 percent YoY. iOS apps drove 9.2 video streams on average per visitor each month (5.1 videos in Q1 2013) and Android apps came in second with 9.6 streams (3.9 in Q1 2013). Game consoles and OTT devices drove 7.2 streams (2.1 in Q1 2013) while browsers had the lowest number with 5.5 streams per visitor (2.4 in Q1 2013).

- Using a sample size of over 1300 Adobe Marketing Cloud customers, 35.6 billion online videos including user-generated content were watched worldwide, a new record and a 43 percent increase YoY. Twenty-five percent of all online videos were consumed across smartphones and tablets, a 57 percent YoY increase.

To read the full report click here.