Adobe: Only 12.5 percent of pay-TV subscribers are 'active TV Everywhere users'

While usage of authenticated multiscreen services from pay-TV providers has increased markedly over the last two years, only 12.5 percent of cable, satellite and IPTV customers regularly use TV Everywhere services.

This is the conclusion put forth by Adobe in its U.S. Digital Video 2014 Inaugural Report. The technology company found that overall authenticated pay-TV viewing is up 487 percent in the last 24 months.

And the number of regular TV Everywhere users tripled from 4.4 percent of total pay-TV subscribers at the end of 2013.

Adobe 2014 TV Everywhere use

(Source: Adobe U.S. Digital Video 2014 Inaugural Report)

"The fact that 2014 saw an average of 11.6% active viewership suggests that TV Everywhere is only a few quarters away from crossing the chasm and becoming a technology not used only by the 'early adopters,' but by the 'early majority,' as well," the report reads.

Count the major programming conglomerates, which are all developing their own over-the-top products these days, not as convinced that the complex TV Everywhere initiative will ever achieve mainstream acceptance among consumers.

"We were talking about TV Everywhere six years ago," said Chase Carey, chief operating officer for 21st Century Fox, at a financial conference earlier this month. "It's not anywhere near where it should be." 

A few weeks earlier, Discovery Networks CEO David Zaslav told investors, "The cable guys aren't getting it done" on TV Everywhere.

While usage is still far from mainstream, Adobe also found an interesting tidbit: TVE usage is actually becoming less mobile. 

Notably, usage of TV Everywhere on living-room-based OTT devices--gizmos like Roku, Apple TV, Chromecast and Xbox One--increased in overall usage share by 50 percent in 2014, taking share from iOS devices (iPhones and iPads).

The iPad, however, remains the most popular device for TVE viewing, registering 29 percent of authenticated viewing starts, according to Adobe.

For more:
- read this Adobe report (PDF)

Related links:
DirecTV adds 22 out-of-home TVE channels, including TNT, Comedy Central, Nick
Report: 25.2% of users have downloaded TV Everywhere app
Carey: Fox readying OTT platforms, says TV Everywhere 'not anywhere near where it should be'
Discovery's Zaslav on TV Everywhere: 'Cable guys aren't getting it done'

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