4.5M Verizon customers tapped London Olympics TV Everywhere apps
Michelle Clancy | 31-08-2012
More positive news about TV Everywhere and digital distribution results for the Olympics is rolling in: Verizon says that 4.5 million FiOS TV customers launched NBC's London 2012 Olympics mobile and online apps more than 3.5 million times during the sixteen days of Olympic coverage.
Fans came out in big numbers and launched an on-screen interactive application with athlete bios, video highlights and other fun facts during the Games, which was one of the most-watched events in television history.
Of the FiOS TV customers that launched the interactive application, 60% were repeat users. Overall, users spent more than two minutes on average per session with the enhanced content.
The interactive application was available on NBCU channels including NBC, NBC Sports, MSNBC, CNBC, Bravo and Telemundo.
"This engagement demonstrates the enhanced viewing experience our customers have come to expect with FiOS TV," said Maitreyi Krishnaswamy, director of consumer video services for Verizon. "The numbers clearly show viewers enjoyed on-demand access to a variety of content while watching the Olympics.
The interactive application included a variety of enhanced content including athlete information, news headlines, stories, schedule information, medal counts and on demand video. Of the people who launched the application, 115% accessed news headlines, 20% read news stories, 10% watched VOD, and 9% looked for schedule information. Customers that launched the branded application accessed multiple interactive features throughout the Olympics.
"The engagement levels were incredible. It's an unmistakable sign that viewers want to engage with the right enhanced interactive TV content," said Peter Low, CEO of Ensequence, which provided the engine behind the content.
Ensequence also powered interactive television for DISH Network and NBC Universal during the 2008 Beijing Olympic Games, and it teamed with DISH Network, Verizon and NBC Universal for the 2010 Vancouver Games.