The idea of TV Everywhere took off a few years ago in the cable business as a way for television brands to keep up with the way its viewers are watching its content - which is not always on the TV.
Now six years old, TV Everywhere’s awareness and use is about to go mainstream, according to Variety. The site reports a new study by Adobe Systems that says that TV Everywhere is about to hit 20 percent of all pay-TV customers - a coup compared to 13 percent in 2014 and roughly 7 percent the year before that.
Adobe’s analyst Tamara Gaffney thinks that 2015 is the year for TV Everywhere, saying that while it “ballooned in size in 2014,” big events on TV such as the Winter Olympics and the FIFA World Cup helped its awareness more recently.
NBC and Comcast used the Olympics in Sochi as a big moment for their TV Everywhere initiatives, giving viewers a pass for 30 minutes of free streaming before being asked to authenticate the account to continue.
The awareness initiative boosted usage of its Olympics streams, and also helped the network when it streamed the Super Bowl this January.
NBCU launched 11 hours of streaming around the sporting event, offering its TV Everywhere channels for free to condition sports fans to look to NBC first, but also to teach TV viewers how to use its services across mobile devices.
Read more at Variety.
Brief Take: Six years later, the idea of TV Everywhere is still strong, but the results remain cloudy. With awareness campaigns and major sporting events at the helm, however, the cable business will see a significant leap this year in TV Everywhere usage.
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