Just under half of a survey group of MPVD customers are aware of the TV Everywhere experience.
According to the study, commissioned by CTAM through a partnership with Hub Entertainment Research, 49% of MPVD subscribers ages 18 to 64 are aware of the TV Everywhere experience, described as watching television shows on multiple devices after signing in with account credential on network or distributor websites or apps.
The study, which tallied the responses of 608 TV consumers in April to measure the aided and unaided awareness and usage of TV Everywhere, also found that 44% of MVPD customers have verified at least once to view TV content in the past six months.
The results will benchmark CTAM’s progress toward reaching awareness and usage goals set by the group’s board of directors that include attaining 50% awareness of TV Everywhere by cable customers by year-end and having half of that group use the platform before the calendar turns to 2015. As such, the initial survey results suggest the marketing group is well on its way toward achieving those goals.
A second study wave is planned for the second half of the year, according to CTAM.
“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. “The CTAM/Hub research establishes new benchmarks, and is a rallying call for the industry to collaboratively and aggressively communicate the extraordinary value of TV Everywhere.”
The study also found significant correlations between TV Everywhere and increased positive perceptions of MVPDs and content providers:
·49% of MVPD customers said the availability of TV Everywhere makes them feel more positive about their service providers;
·55% said TV Everywhere makes the MVPD subscription a better value for the money; and
·61% said TV Everywhere makes a subscription to a premium network a better value
“Customers clearly love the ability to view TV shows, sports, and news on multiple devices, but the impact of TV Everywhere reaches beyond satisfaction with the service itself,” said Peter Fondulas, partner at Hub Entertainment Research. “This research uncovers a significantly positive halo effect on value perceptions.”
The full study is available in the CTAM TV Everywhere resource center at www.ctamtve.com.
