Consumers have become increasingly dependent on their mobile devices. From paying bills to ordering groceries, consumers are using their mobile devices for just about everything. In fact, 85 percent of consumers said mobile devices are a central part of everyday life, according to Salesforce’s “2014 Mobile Behavior Report.”
To cater to today’s mobile-obsessed consumers, television broadcasters have given subscribers the ability to stream content on any Internet-supported device, such as a PC, tablet or smartphone—allowing for a personalized viewing experience. This concept, also known as TV Everywhere, gives consumers the luxury of watching their favorite television shows anytime, anywhere, across any device.
Judging by recent research from Adobe’s Q3 2014 U.S. Digital Video Benchmark Report, TV Everywhere has resonated well with consumers. According to the report, TV Everywhere video consumption jumped 108 percent in the third quarter of 2014 while the number of unique viewers grew by 34 percent compared to the same period in 2013.
The consumer benefits of TV Everywhere are wide-reaching, but what’s exactly in it for television broadcasters? Below are the top three benefits:
- Customer retention: By making it possible for subscribers to watch content on the devices they already use and prefer, the likelihood that they will cut the cord and opt for an alternative provider like Netflix or Hulu goes way down.
- Provides fresh content: While OTT providers like Netflix have started to produce their own original content, the majority of the entertainment they provide users is stale. With TV Everywhere, broadcasters give viewers access to the newest episodes and movies, further reducing the likelihood that they’ll defect.
- Easy to implement: Technology challenges, in particular authentication—that once stunted TV Everywhere’s growth—have been overcome. Companies like GLDS, for example, have created platforms for which cable operators can easily authenticate a customer’s credentials.
Want to learn more about the benefits of TV Everywhere and how you can leverage it to compete in today’s marketplace? Click here for more information.