Written by Brett L. Sappington, Director of Research
As part of our work on the recently released TV Everywhere: Growth, Solutions, and Strategies (2nd Ed.) - North America report, we analyzed consumer survey data to find actual awareness and use of TV Everywhere services among subscribers of US and Canadian operators. We found that awareness among subscribers was under 25% for most operators and usage was under 12%. A surprisingly small figure given the attention and budgets spent on multiscreen services. The cable industry is now working to rectify the situation, with CTAM launching a promotional campaign to increase TV Everywhere awareness (among other things).
It will be interesting to see how (or if) the rate of usage increases with increased awareness. Is improving awareness the cure-all for TV Everywhere usage, or are those consumers interested in multiscreen services already watching?
