In today’s television ecosystem, consumers are demanding more flexibility across multiple screens. To address how companies are responding to this trend, Cablefax partnered with Adobe Primetime on a survey–“Cablefax and Adobe Survey: TVE, OTT and You”–about TV Everywhere’s challenges and benefits as well as the industry’s take on over-the-top outlets.
TV Everywhere’s biggest benefit, according to 38.13% of those surveyed, is the increase in value of the broadband product. 21.88% said it mostly reduces churn, 12.50% said it increases ARPU and 28.75% responded that helps their companies compete with OTT players like Netflix. The service’s biggest challenge, meanwhile, is educating consumers (36.25%), followed by increasing available TVE content and negotiations between distributors and programmers (23.13% each) and improving the log-in experience (18.75%).
Where are consumers watching this TVE content? The most important second-screen device was the tablet (44.38%). 28.75% said it was the smartphone, 13.13% said a smart TV or box, 8.75% responded that it was the computer and 5% answered gaming console. 1.25% said it was none of these choices.
On the topic of dynamic ad insertion, 36.25% of respondents said it is very important to their company’s monetization strategy in 2015. 30% of respondents found it somewhat important and 35% of respondents said it was either invaluable or not at all important.
When it comes to staffing, linear and digital ad sales channels tend to be under one roof (46.25%). 16.88% of respondents said they’re separate departments, 17.50% said they’re separate but with some coordination and 20.63% answered “other.”
Lastly, on the integration of OTT players into the set-top navigation experience, 67.51% said it was either very important or important. 19.38% said it was somewhat important, 6.25% called it unimportant and 7.50% said it is harmful to the TV ecosystem.