Awareness of TV Everywhere features has reached 49% of customers aged 18 to 64 in the US, according to CTAM research.

More specifically, 49% of multichannel video programming distributor (MVPD) customers say that they are definitely aware of the TV Everywhere experience, described as watching TV shows on multiple devices after signing in with their account credentials on network or MVPD websites or apps.

The study, commissioned by CTAM through a partnership with Hub Entertainment Research, also shows that 44% of MVPD customers have verified at least once to view TV content in the past six months.

“The combination of rapid growth in available content, a record number of viewers watching major sporting events on multiple devices, and a unity of purpose through CTAM’s TV Everywhere initiative is putting the category on a fast-track to success,” said John Lansing, president and CEO, CTAM.

“The CTAM/Hub research establishes new benchmarks, and is a rallying call for the industry to collaboratively and aggressively communicate the extraordinary value of TV Everywhere.”

The study also found significant correlations between TV Everywhere and increased positive perceptions of MVPDs and content providers:
- 49% of MVPD customers say the availability of TV Everywhere makes them feel more positive about their service providers
- 55% say TV Everywhere makes the MVPD subscription a better value for the money
- 61% say TV Everywhere makes a subscription to a premium network a better value

“Customers clearly love the ability to view TV shows, sports, and news on multiple devices, but the impact of TV Everywhere reaches beyond satisfaction with the service itself,” said Peter Fondulas, partner at Hub Entertainment Research. “This research uncovers a significantly positive halo effect on value perceptions.”

“By educating customers that TV Everywhere comes at no additional cost and fundamentally expands the viewing experience, cable companies and networks have an unusual opportunity to create deeper, more durable relationships with consumers,” added Jon Giegengack, principal at Hub.