New analysis by Adobe Digital Index (ADI) puts to rest the notion that TV Everywhere viewers are an on-the-go audience. ADI has found that the majority of TVE viewing occurs in one location, indicating minimal “on-the-go” behavior.
“What this means is that TVE viewers are actually highly engaged and create a strong, addressable audience for marketers,” said Becky Tasker, managing analyst at ADI.
According to the analysis, 71% of all TVE viewers watch from one location. Furthermore, 72% of mobile TVE viewers watch from one location, indicating that mobile devices are now being used as lean-back media consumption devices.
ADI also found that consumers, while tending to watch in one location, are watching TVE via various devices. According to Tasker, disparate devices indicate an opportunity for a single authentication system to improve the viewer’s experience, while also helping marketers better understand the viewership base.
Overall, ADI found, TVE viewing has doubled in the past year. Strong growth of authenticated viewing continued in Q1 due to sports and television premieres, increasing TVE authenticated viewing 58% quarter over quarter.
Mobile is the primary device being used to access TVE content, according to ADI, with TVE viewing frequency slightly up as well.
In terms of TVE authentications, TV connected devices, browsers, and Android all experienced year-over-year (YoY) gains, while iOS share is down 22% YoY.
“The main implications for marketers from our Q1 report,” Tasker said, “is that people are using their mobile devices in lean-back mode to consume content, which is a huge opportunity for marketers to reach a highly engaged audience with relevant marketing messages.”
See the full report below, or click here to view it on SlideShare.
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Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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