Just 49% of multichannel video programming distributor (MVPD) customers aged 18 to 64 are aware of TV Everywhere features, according to research by The Cable and Telecommunications Association for Marketing (CTAM).
The study, commissioned by CTAM and carried out in partnership with Hub Entertainment Research, found that 49% of MVPD customers said that they are “definitely aware of the TV Everywhere experience” – defined as watching TV shows on multiple devices after signing in with their account credentials on network or MVPD websites or apps.
Some 44% of MVPD customers said they had verified at least once to view TV content in the past six months. However, 61% said that TV Everywhere makes a subscription to a premium network better value.
“The combination of rapid growth in available content, a record number of viewers watching major sporting events on multiple devices, and a unity of purpose through CTAM’s TV Everywhere initiative is putting the category on a fast-track to success,” said John Lansing, president and CEO, CTAM.
Jon Giegengack, principal at Hub Entertainment Research, said: “By educating customers that TV Everywhere comes at no additional cost and fundamentally expands the viewing experience, cable companies and networks have an unusual opportunity to create deeper, more durable relationships with consumers.”
CTAM is a non-profit, professional association with 80 corporate members.