Adobe: TV Everywhere Video Growth Continues

December 18, 2014 · Posted in Uncategorized 

By Chris Tribbey

With mobile devices accounting for nearly 30% of online video starts, and TV Everywhere video starts up more than 100% during the third quarter of the year, the time is ripe for advertisers to hone their focus on tablets, according to the latest data from the Adobe Digital Index (ADI).

Accounting for both unfettered online viewing and authenticated TV Everywhere services, ABI’s third quarter research found that the smaller the screen gets, the fewer video views per visit. While video viewing on smartphones was up 56% year over year, nearly 25% more ad views per video start happened via a Web browser vs. apps, according to ADI’s data.

Total online video starts were up 22% compared to the third quarter of 2013, and viewers watched 2.2 ads per video start in the quarter, up 16% year over year.

Most signs point to tablets being the go-to platform for marketers: Video views on Amazon’s Kindle Fire were 70% higher than the average tablet (perhaps due to Amazon’s built in video services) and video view rates for the Samsung Galaxy were 100% higher than the average smart phone, according to the data.

“When it comes to mobile video, marketers must consider all types of devices,” ADI principal Tamara Gaffney told Adobe’s CMO.com. “Devices such as the Kindle Fire and the Samsung Galaxy are proving to be very video-centric and could represent a sweet spot.

“Trends in smartphones will drive video consumption even further, as the new iPhone 6+ also slips into the perfect video-screen size and Microsoft devices, such as the Lumia and Surface, drive more video starts than last year.”

In the past year Microsoft’s Surface share of tablet video starts was up 200%, and Microsoft’s Lumia’s share of smart phone video starts was up 157%, according to ADI.

For authenticated TV Everywhere (TVE) services, iOS devices were used 56% of the time for video starts during the third quarter, up 9% from the third quarter in 2013. However, TVE content viewing for broadcast and cable was mostly done via a Web browser: 46% of episodic views were browser based, according to ADI, vs. 37% for iOS and 11% for Android.

For the closing quarter of 2014, ADI is predicting a regression in online viewing, similar to the 13% decline seen this time last year. However: “The new devices being purchased as gifts for the holiday season will provide an additional lift to the growth of TV Everywhere,” the ADI report reads. “More of these devices will also continue to dilute browser share of video starts.”

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