TV Everywhere viewing grew 107% year-over-year, and 58% compared to the previous quarter, Adobe Digital Index found in its Q1 2016 Digital Video Benchmark Report.
The study, an aggregation of data across 1.2 billion TVE authentications and 300-plus TVE sites and apps, also found that mobile remains the primary platform, amplifying a trend that consumers are increasingly comfortable using smartphones and tablets in “lean-back mode.”
Among other findings, Adobe said the vast majority (71%) of TVE viewing occurs in one location, indicating that there’s minimal “on-the-go” behavior.
The hope is that TVE viewership will continue to rise as authentication systems remove more friction from the process. Adobe and CTAM recently announced the development of a “unified” sign-on TV authentication platform for in-home and out-of-home access that is being backed by a cross-section of programmers and MVPDs.
More data and details on Adobe’s new study will be featured in the Next TV section in the June 27 editions of Multichannel News and Broadcasting & Cable.