Hey all, Garrick again. The closely watched battle between TV Everywhere (TVE) and online video streaming just got a bit more interesting. While some have doubted TVE’s ability to outsmart online streaming services like Hulu and Netflix, the service recently delivered a one-two punch to online video streaming.A recent ABI Research report, titled “OTT and Multi-screen Services Research Service,” states that close to one in three U.S. households that subscribe to telco TV are predicted to access TVE services by the end of this year, with the majority of users turning to advanced interactive features like remote programming and DVR.

However, despite TVE’s growing popularity, education about its benefits still remains a factor. “In the multiscreen and OTT space, [Multichannel Video Programming Distributors) MVPDs are moving at a relatively fast pace — rapid enough that in some instances the platforms have outpaced consumer awareness,” says Practice Director Sam Rosen.

In fact, only 22 percent of participants in a recent GfK survey were aware of the term TV Everywhere, despite the fact that 43 percent of consumers in pay TV homes used their provider, a TV network or both to access TV Everywhere websites or apps.

Moreover, the research firm states that there is a lack of consumer education about TVE services, particularly when it comes to finding content.

“Beyond consumer education a great deal of work remains to best optimize the user experience, one that satisfies consumers’ increasing penchant for on-demand content but also ensures the content is adequately monetized,” adds Rosen. “This objective is creating new opportunities for a wide range of companies within the greater content value chain.”

Are you currently involved in TVE? Learn how Great Lakes Data Systems can help you here.