The percentage of pay-TV customers reporting use of TV Everywhere services shot up markedly in the fourth quarter, reaching 17.4 percent, up from 14.3 percent in the third quarter, according to research conducted by Adobe.
While still representing penetration of less than 20 percent of overall pay-TV users full seven years after pay-TV's big multiscreen initiative was launched, the findings do mark progress.
According to Adobe's quarterly Digital Benchmark report, TVE penetration stood at only 12.8 percent at the end of the fourth quarter of 2014.
Putting the light TVE benchmarks in perspective, media analyst Colin Dixon notes that 58 percent of U.S. TV homes use an SVOD service like Netflix.
The better news for the moribund pay-TV initiative is that, among the minority of pay-TV customers who do use TVE services, they're using an increasing amount. Overall growth in TVE viewing was 102 percent, Adobe said.
Another notable discovery: Adobe found that TVE consumption is migrating from mobile devices to living-room-based boxes. The share of TVE viewing on iOS mobile devices declined 20 percent year over year in the fourth quarter, while share on devices like Roku and Apple TV shot up 31 percent.
More specifically, TVE use on Roku increased 14 percent in the quarter.
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Still only 25% of consumers have heard of 'TV Everywhere,' GfK says
TV Everywhere usage up to only 13.6% of households, Adobe says