Amid the steady drumbeat of negative data emerging about TV Everywhere comes what is perhaps the most damning finding yet: Standalone apps from programmers like HBO are far more popular on the leading OTT platform, Roku, than authenticated pay-TV apps.
Delivering only the latest bit of bad news about TV Everywhere's marketing wherewithal, Research firm Hub Entertainment said that 54 percent of pay-TV customers polled said they thought the pay-TV multiscreen services cost extra to use.
Signaling the continuation of the brand-awareness problem affecting the pay-TV industry's six-year-old multiscreen initiative, only 25 percent of U.S. consumers ages 13 to 64 have heard of the term "TV Everywhere," according to research firm GfK.
Casting further doubt on the future of pay-TV's six-year-old TV Everywhere (TVE) initiative, the normally bullish Adobe Digital Index indicates that adoption only stands at 13.6 percent of households.
Major League Baseball, which has previously taken a miserly approach to extending TV Everywhere rights to regional sports networks, is softening its stance just a bit on authenticated streaming.
While programmers continue to undermine the pay-TV industry's authenticated viewing initiative with their own direct-to-consumer platforms, TV Everywhere usage is still growing.
Univision has become the latest broadcaster to bypass the pay-TV industry's TV Everywhere campaign and go directly to consumers with a subscription streaming platform.
While the authenticated multiscreen efforts of the pay-TV industry have always been unfavorably compared to Netflix, the SVOD service's CEO says TV Everywhere could be his company's greatest threat-- if its potential were ever realized.
Programming networks are not doing a good enough job with securing authentication on multiscreen apps and are "devaluing their programming" as a result, said Charter Communications Chairman and President Tom Rutledge, speaking to investors during his MSO's third-quarter conference call yesterday.
Young adults 18-24 are 23 percent less likely to cut pay-TV service if they are aware that their provider delivers TV Everywhere.