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.
Worse, the research firm found that 53 percent of U.S. pay-TV customers still don't know that the industry's effort to move programming to mobile devices even exists.
Of the 1,202 U.S. pay-TV customers that were polled, most of those who use TVE services -- 73 percent -- report high levels of satisfaction, saying that authenticated multiscreen access "makes them feel more positive about their TV provider," according to a Mediapost report.
Meanwhile, 84 percent of frequent TVE users say they're likely to keep subscribing to their current video provider a year from now, compared to only 66 percent who don't use TVE services.
But seven years after the initiative was first announced, the latest bad news about awareness appears to be damning -- especially when you consider that programmers like Comcast-owned NBCUniversal are venturing outside the confines of TVE to find mobile consumers with new OTT services like Seeso.
Last month, the normally TVE-bullish Adobe Digital Index released figures indicating that adoption only stands at 13.6 percent of households, up only 1 percent in two years.
Also last month, research firm GfK reported that only 25 percent of U.S. consumers ages 13 to 64 have heard of the term "TV Everywhere."
For more:
- read this Mediapost story
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