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.