Key findings of the Adobe Digital Index report show that more people watched more TV online than ever before. TV consumption across devices grew 388 per cent year-over-year (YoY) and programmers saw broader use as unique monthly viewers increased by 146 per cent YoY across browsers and TV apps. While online TV consumption remains fragmented across platforms, gaming consoles and OTT devices gained the largest percentage of market share and Android apps surpassed desktop browsers as access points for watching TV online.
The findings from Adobe’s Video Benchmark Report are based on aggregated and anonymous data from more than 1,300 media and entertainment properties using Adobe Marketing Cloud and Adobe Primetime. The report includes 165 billion total online video starts and 1.53 billion TV Everywhere authentications across 250 pay-TV service providers covering 99 per cent of pay-TV households in the US. The analysis also examined TV Everywhere content from 105 TV channels and more than 300 TV apps and sites.
“Consumers’ content consumption habits are changing rapidly,” said Jeremy Helfand, vice president, Primetime at Adobe. “Viewers expect seamless, more personalised viewing experiences across an ever-increasing number of devices, and broadcasters, media companies and advertisers must transform their digital strategies to optimise the viewing experience.”
Additional findings include:
- Online TV Consumption: TV consumption across devices grew 388 per cent YoY, driven in part by the World Cup, a major online TV event this summer. Broadcast and cable networks with direct-to-consumer online TV offerings saw their unique monthly viewership grow by 146 per cent YoY across all online TV channels while the amount of online TV content watched per viewer grew by 55 per cent YoY. 105 TV channels now power more than 300 online TV sites and apps in the U.S.
- Platform Fragmentation: Of all device types, game consoles and OTT devices saw the biggest market share increase (194 per cent YoY), now representing ten per cent of all online TV consumption, up from three per cent in 2013. The online TV market share for Android apps grew to 20 per cent, an increase of 28 per cent, surpassing browsers, which shrank to 19 per cent market share, a 41 per cent decline YoY. iOS apps still lead in market share with 51 per cent.
- Online TV Content: For the first time, watching movies online exceeded watching sports content. Movie networks saw the strongest gain in viewing frequency, a 125 per cent increase YoY from two movies to now 4.5 movies on average per month. Broadcast and cable networks saw an increase of 81 per cent YoY for episodic content watched each month. Viewers watched 4.2 sporting events on average across sports networks, a modest monthly increase of 31 per cent.
- Online Video (non-authenticated) Content: Viewing of online videos on smartphones (14 per cent share) surpassed tablets (13 per cent share) for the first time. Game consoles and OTT devices realised the highest market share growth with 127 per cent YoY. Viewers watched videos on desktops the longest and were three times more likely to finish 75 per cent of the content. Only 17 per cent of videos on smartphones were watched through 75 per cent completion.