Almost half of US pay TV subscribers have used TV Everywhere services but relatively few know the term and the majority view authentication requirements as a significant hurdle to take-up, according to a survey by research group GfK.
According to the survey, about 43% of pay TV customers have used multiscreen TV services from their pay TV provider or a TV broadcaster, with slightly more – 37% – using broadcasters’ services than that of their service provider – 30%. Over two third of users said their TV Everywhere viewing was additional to regular TV viewing rather than a substitute for it.
Despite the popularity of such services, only 22% knew the term “TV Everywhere” while only 34% had awareness of the term “authentication”. A majority – 70% – said the authentication process would deter them to some extent from using a service, with 25% saying they would be deterred “a lot”.
Despite TV Everywhere being seen as a churn reduction tool by service providers, only 25% of users said such services made them more likely to stay with their current provider.
GfK said that authentication required thecreation of a standardized process and logo if consumer hesitation was to be overcome.