Awareness of the pay-TV industry's 7-year-old TV Everywhere initiative reached 40 percent in the fourth quarter, up from 25.4 percent a year prior, according to TiVo-owned research arm Digitalsmiths.
The ability to communicate to pay-TV customers that multiscreen features are available to them has been a longtime challenge for operators. While still indicating that a majority of users still are unaware of TVE, the Digitalsmiths metrics would seem to be an indicator that the awareness arrow is at least headed int he right direction.
Take it with a grain of salt, however. In December, another research firm, GfK, said awareness was still hovering in the 25 percent range.
Digitalsmiths fourth quarter Video Trends Report also said that only 21.5 percent of its survey respondent said they have a TVE app on a mobile device, down from 25.2 percent in the fourth quarter of 2014.
Taking the pulse of other pay-TV metrics, Digitalsmiths found that 21.8 percent of pay-TV users indicated that they were "very satisfied" with their service, up 21.1 percent in the fourth quarter of 2014.
Meanwhile, 55.9 percent of respondents described themselves as "satisfied."
According to the survey of 3,120 U.S. pay-TV users, 59.6 percent said they paid more than $101 per month for pay-TV. About 40 percent said their bill was higher than it was a year ago.
TVE users get Q4 boost, but still only account for 17.4% of pay-TV customers, Adobe says
More than half of TVE users think multiscreen services cost extra: report
Still only 25% of consumers have heard of 'TV Everywhere,' GfK says