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.
According to Comcast-owned (NASDAQ: CMCSA) ad tech arm Freewheel, usage of operator-supplied TVE apps increased 176 percent year over year in the third quarter. This increase comes after Freewheel reported a 200 percent uptick in the second quarter.
Freewheel also found that TVE ad impression views increased 242 percent. Meanwhile, authenticated viewing of long-form and live TV programming now accounts for 65 percent of multiscreen monetization, up from 46 percent in the third quarter of 2014.
Freewheel's Q3 2015 Video Monetization Report also found the desktop/laptop viewing environment remains the dominant platform for delivering ad impressions for digital video, accounting for around 50 percent of share.
However, ad deliveries on mobile devices now account for nearly 30 percent of online video ad impressions, Freewheel said, while VOD viewing on pay-TV set-tops now accounts for 18 percent of impression deliveries.
"There is significant scale to be tapped in the set-top environment and publishers and cable/satellite operators are only scratching the surface," FreeWheel said. "The volume we see here represents another step towards truly unified, full screen, fully viewable, and fraud-free television."
Freewheel's report also showed how users consume different content based on the platform they're on. For example, 69 percent of ad views on smartphones came from short-form content. On connected TVs, 61 percent of impressions came from live TV content.
- read Freewheel's Q3 Video Monetization Report
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