As video on demand and TV Everywhere services continue to make gains with consumers, their development — and ongoing battle with OTT services — is still in the first game of a doubleheader, with many technological and content advances still to come, industry executives speaking at the On Demand Summit Tuesday said.
TV Everywhere continues to make strides, with more than 55% of consumers recognizing and using TV Everywhere services from cable networks, according to CTAM president and CEO John Lansing. While more than 90 networks are offering TV Everywhere services on a subscriber-authenticated basis, Lansing said creating a cohesive, TV Everywhere message remains a challenge.
“The biggest limitation is that TV Everywhere is not a consumer-facing brand,” Lansing said. “To communicate the value of the product without a single handle to the consumer is the biggest challenge.”