Its growth was long stunted simply because not enough people knew it even existed, but TV Everywhere has now reached an “aided awareness” level of 73%, according to the latest survey conducted by the Cable and Telecommunications Association for Marketing (CTAM).
The bad news, of course, is that it’s taken so long for the 8-year-old initiative aimed at protecting linear pay-TV from the erosive forces of over-the-top delivery to catch on, the cat is already out of the bag. But TV Everywhere is finally getting somewhere.
According to CTAM, in January, 51% of cable subscribers surveyed said they used TV Everywhere content in the preceding month, and 56% said they used it in the previous six months.
Among all pay-TV users polled, 24% described themselves as heavy users of multiscreen services provided under their traditional video subscriptions—a marked increase from the 17% reported in January 2016.
"Although streaming video-on-demand services get the lion's share of media attention, the fact is that more pay-TV subscribers use TV Everywhere than any other single source of online TV content, after Netflix," said Peter Fondulas, principal at Hub Entertainment Research, which helped CTAM conduct the study. "What's more, the shift we're seeing from occasional to frequent use suggests that the experience delivers strong value to consumers who try it."
CTAM said that awareness of in-home automatic sign-in to multiscreen services is now at 42% among cable subscribers.
Meanwhile, 49% of cable subscribers said the availability of TV Everywhere services makes them feel more positive about their provider.
The online study was conducted by Hub Research from August 2016 to January 2017 and involved 3,513 U.S. MVPD subscribers.