Adobe Digital Index

Thanks in part to operators and programmers’ marketing and awareness campaign, TVE adoption is finally generating some impressive numbers. Some 2.1bln authenticated videos were viewed in 2014, up 266% YOY, according to the latest Adobe Digital Index. On average, 13mln viewers tuned in to TVE services in 2014, up 116% from 6mln in 2013. About 12.5%, or 13.9mln pay-TV subs, actively viewed TVE content in 4Q alone, up 184% since 1Q, 2013. Further growth in TVE adoption will be driven by broader use of auto-authentication, social logins, and proactive marketing campaigns by MVPDs, Adobe’s dir, product marketing Campbell Foster said in a release. Meanwhile, mobile viewing has steadily increased its share of video views, with smartphone share up 75% YOY in 2014, to 14%, and tablet share up 50% YoY, to 12%. The growth can be attributed to changes across the board from increased access to new mobile devices, to improved mobile connectivity and networks, and to the sharp rise in mobile-friendly content. Larger-screen devices are also increasing overall time spent viewing online video. Smartphone viewers are spending 24% more time per month, quarter-over-quarter. That said, the total time spent viewing video content on a tablet is still twice as long as time spent on a smartphone, while desktop time spent is 14 times longer, Adobe pointed out.