Don't Give Up on TV Everywhere Just Yet!

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Jan 29, 2014, 09:00 ET

DUBLIN, Ireland, January 30, 2014 /PRNewswire/ --

Research and Markets (http://www.researchandmarkets.com/research/vvr72d/dont_give_up_on) has announced the addition of the "Don't Give Up on TV Everywhere Just Yet!"report to their offering.
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Over the nearly five years that have passed since Comcast and Time Warner first introduced the TV Everywhere (TVE) initiative, pay-TV operators have invested many millions to build the network infrastructure and acquire content licenses to support the online viewing of live and on-demand TV programming on PCs, tablets and smartphones. They have launched commercial TVE services, such as Comcast's Xfinity Online, DirecTV Everywhere and AT&T U-verse Online. Yet, only 6% of adult Internet users in the US view online video from a pay-TV operator's website. TV Everywhere has been criticized for poor consumer awareness, being confusing, and lacking content. Despite all the disappointments there is reason to believe that the fortunes of TV Everywhere services could be changing.

The author's research has identified target TVE users to be those individuals that are both frequent viewers of DVR recorded TV content, as well as frequent users of online catch-up TV services. That being said, there is a huge potential base of users in the US today that meet those criteria.

Additionally, advertising alone will not convince consumers to adopt TVE. Rather, TVE services should be integrated with the multi-functional pay-TV companion apps that many service providers are launching. For example, the Cox Contour iPad app supports live and on-demand TV viewing on a tablet, as well as access to VOD, TV navigation, electronic program guides, personalized TV recommendations and DVR control/playback. The pay TV operator's objective should be to dominate the user-interface to the next-generation TV experience. In doing so, TVE adoption will follow.

The author's latest report from its US Multiscreen Entertainment service, Don't Give Up on TV Everywhere Just Yet!, examines the role TV Everywhere plays within the growing trend of viewing time-shifted TV programming. The report focuses on the in-home use of TV Everywhere services to access live and recently broadcast TV programming on mobile devices, where DVR services and online catch-up TV are preferred alternatives. Primary research data is used to quantify consumer behavior and preferences for acquiring and viewing time-shifted TV programming. Based on this data, the research identifies a strategy and target customer segment that may breathe new life into TV Everywhere services. The report is comprised of a PDF and an Excel file.

Key Topics Covered:

Executive Summary

Introduction.

Methodology

TV Everywhere Services

Time-Shifted TV Viewing.

The Target Market for TV Everywhere Services

For more information visit http://www.researchandmarkets.com/research/vvr72d/dont_give_up_o