Adobe: TV everywhere adoption on fire
Michelle Clancy | 05 June 2014
TV everywhere initiatives are growing like gangbusters, with a 246% gain year-over-year. US use has increased 31% in the last six months, and now one-fifth (21%) of US households are using the apps.
According to the Adobe Digital Index, TV everywhere usage is growing faster even than third-party over-the-top (OTT) video streaming services such as YouTube, Hulu and Netflix.
iOS TV everywhere apps continue to dominate the market with a 43% share, though growth has slowed to 4% this year. iOS is followed by Internet browsers, Android apps and gaming consoles in terms of dominance. Gaming consoles and other non-traditional devices, grew an impressive 539% year-over-year in the first quarter.
Gaming consoles and OTT devices are also the fastest-growing devices for online video in general, with a 123% year-over-year increase (Jan 2013 vs. Jan 2014). Smartphone online video starts grew 48% year-over-year and 6% quarter-over-quarter, while tablets grew 16% year-over-year and 8% quarter-over-quarter.
The first quarter of the year set a new record with 35.6 billion global online video starts. Overall digital video viewership is up 43% in the US