Usage of TV Everywhere apps was up 200 percent in the second quarter, with authenticated multiscreen viewing now accounting for 4.5 percent of all programmer ad deliveries, up from 1.8 percent a year ago.
The data comes via the Q2 Video Monetization Report from Comcast-owned (NASDAQ: CMCSA) multiscreen advertising specialist Freewheel. The company found that multiscreen viewing through pay TV providers accounted for 60 percent of multiscreen monetization in the second quarter. The remainder was attributable to ad-supported platforms like Hulu.
"Programmers made their first larger leaps to gain the majority of authenticated viewing during the 2014 FIFA World Cup, and have since successfully maintained that user behavior across all platforms by putting more content behind the authentication wall and taking advantage of consumers who have located and saved their login credentials," the report said.
Overall, FreeWheel tallied 26 percent growth in streaming video views in the second quarter and a 32 percent rise in ad views, with live streaming notably increasing 146 percent year over year.
FreeWheel's ad view share by distribution platform, Q2 2015 vs. Q2 2014, shows a 200 percent increase.
Desktop/laptop remained the dominant viewing platform for digital video, accounting for a 62 percent share of usage. But viewing on OTT devices increased 194 percent and now accounts for 10 percent of the overall pie. Viewing on smart phones also increased 107 percent to account for 21 percent of all Internet video usage.
Meanwhile, belying findings from other research firms, FreeWheel said Apple TV (NASDAQ: AAPL) is the top OTT device in the U.S., accounting for 39 percent of usage. Roku, which is notably listed by Parks Associates as the top OTT box, accounted for 32 percent of usage in FreeWheel's tally.
For more:
- download FreeWheel's Q2 Video Monetization Report here
Related articles:
Comcast, HBO and others join CTAM for TV Everywhere summer awareness push
TV Everywhere still an inconsistent experience plagued by 'rickety' tech, Fox exec says
Four reasons why TV Everywhere isn't ready for prime time: A simple look at a complex problem