“TV Everywhere” Services from Networks Have Higher Awareness, Use Than Those
From Pay TV Providers
Authentication could deter 70% of potential users, according to new GfK
research on “anywhere/anytime” viewing capabilities
NEW YORK -- January 22, 2013
“TV Everywhere” services may be the ultimate in viewer control over where and
when TV viewing happens, allowing access to programming from any
Internet-enabled device. New research by GfK among pay TV households shows
that their awareness and use of free TV Everywhere (TVE) capabilities from
television networks is higher than for similar capabilities that are built
into most pay-TV subscription packages.
For the new study, TV Everywhere 2012: A How People Use® Media Report, GfK
screened 1,275 people (ages 13 to 64) for having pay TV service in their
households; of these, 1,008 people identified as pay TV subscribers answered
the full TV Everywhere survey.
Two thirds (64%) of consumers in pay TV homes say they are aware of TVE
services from TV networks, and 37% have ever used those services, via standard
or mobile websites or apps. This compares to 52% awareness for similar
capabilities from pay TV companies, and 30% use.
Mobile platforms represent a significant part of the TVE phenomenon. Three in
ten (30%) pay TV respondents reported using a TV network’s mobile website to
access TV Everywhere features, and 34% have used a network app. For pay TV
services, mobile TVE use was lower – 25% for mobile websites, and 26% for
Authentication – in which users are asked to provide a username and password
to gain access to TVE features – poses a substantial challenge for many users.
Seven in ten (70%) TVE users would be at least somewhat deterred from using
TVE if they needed to provide authentication, and 25% said they would be
deterred “a lot.” Older respondents (50-64) are especially likely to say that
authentication would be a deal breaker for TVE use.
“Cooperation, rather than competition, among TVE stakeholders will benefit not
just consumers, but the growth of the business as a whole,” said David Tice,
Senior Vice President of Media at GfK. “Standardizing and simplifying the
authentication process across providers, and using a standard term or logo
with consistency – whether it’s ‘TV Everywhere’or something else – will help
customers know what they are using and erase the barriers to greater use and
To learn more about purchasing the TV Everywhere report, contact Tice at
GfK is one of the world’s largest research companies, with more than 12,000
experts working to discover new insights into the way people live, think and
shop, in over 100 markets, every day. GfK is constantly innovating and using
the latest technologies and the smartest methodologies to give its clients the
clearest understanding of the most important people in the world: their
customers. In 2011, GfK’s sales amounted to EUR 1.37 billion.
To find out more, visit www.gfk.com/us or follow GfK on Twitter:
GfK Marketing and Communications, Consumer Experiences North America
David Stanton, 908-875-9844
Press spacebar to pause and continue. Press esc to stop.