Adobe Report Shows Online TV Consumption Up 388 Percent
October 20 2014 - 10:01PM
Business Wire
Game Consoles and OTT Devices Grew Fastest as Access Points
for Online TV; Movies Surpass Sports Content in Online
Viewing
Adobe (Nasdaq:ADBE) today released its Video Benchmark Report,
which analyzes online TV (TV Everywhere) and other,
non-authenticated online video trends. 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 percent
year-over-year (YoY) and programmers saw broader use as unique
monthly viewers increased by 146 percent YoY across browsers and TV
apps. While online TV consumption remains fragmented across
platforms, gaming consoles and over-the-top (OTT) devices gained
the largest percentage of market share and Android apps surpassed
desktop browsers as access points for watching TV online.
Online TV authenticated video growth by
share of access type. (Photo: Business Wire)
Adobe’s Video Benchmark Report is the most comprehensive report
of its kind in the industry. The findings 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 percent of pay-TV households in the U.S. 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 personalized viewing experiences across an
ever-increasing number of devices, and broadcasters, media
companies and advertisers must transform their digital strategies
to optimize the viewing experience.”
Additional findings include:
- Online TV Consumption: TV
consumption across devices grew 388 percent 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 percent YoY across all
online TV channels while the amount of online TV content watched
per viewer grew by 55 percent 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 percent YoY), now representing ten percent of
all online TV consumption, up from three percent in 2013. The
online TV market share for Android apps grew to 20 percent, an
increase of 28 percent, surpassing browsers, which shrank to 19
percent market share, a 41 percent decline YoY. iOS apps still lead
in market share with 51 percent.
- 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
percent increase YoY from two movies to now 4.5 movies on average
per month. Broadcast and cable networks saw an increase of 81
percent YoY for episodic content watched each month. Viewers
watched 4.2 sporting events on average across sports networks, a
modest monthly increase of 31 percent.
- Online Video (non-authenticated)
Content: Viewing of online videos on smartphones (14 percent
share) surpassed tablets (13 percent share) for the first time.
Game consoles and OTT devices realized the highest market share
growth with 127 percent YoY. Viewers watched videos on desktops the
longest and were three times more likely to finish 75 percent of
the content. Only 17 percent of videos on smartphones were watched
through 75 percent completion.
Helpful Links
- Adobe Digital Index: Video Benchmark
Report
- Video Infographic
- Adobe Digital Index Portal on
CMO.com
About Adobe Digital Index
Adobe Digital Index 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 over 5,000 companies
worldwide that use Adobe Marketing Cloud to obtain actionable data
and analysis of activity on their websites. The Video Benchmark
Report and other reports and insights are available here.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2014 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20141020006744/en/
Adobe Systems IncorporatedStefan Offermann,
408-536-4023sofferma@adobe.comorText 100Melissa Chanslor,
415-593-8465adobe@text100.com
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