TV Everywhere services continue to rocket in popularity with US households, with managed IPTV operators leading in terms of adoption, but limited availability of content remains the biggest brake on the market, according to US firm ABI Research.
Nearly one-third of IPTV households in the US are expected to access multiscreen or TV Everywhere services by the end of 2013 – of which the vast majority already use advanced interactive features like remote programming a DVR via a mobile app.
Cable is close behind due to its early lead, but the growth rate for these services is slower because of the greater diversity of cable households and services (not all service providers offer TVE), according to the report. Satellite operators are further behind, due to slower starts and lack of in-house broadband services.
Michael Inouye, senior analyst at ABI Research, said: “The market is still developing with many of the early growing pains, like authentication, finally starting to take a back seat to the content. In many respects the technology is in place to increasingly offer wider reaching TVE services. Securing the rights to broader content distribution is the primary remaining hurdle, but once standard metrics are developed the content floodgates are expected to open wider.”
The study adds that consumers also need further education about these TV Everywhere services, and particularly help navigating content availability and fragmented device support. Outside of the computer, Apple’s iPad continues to be the most supported TV Everywhere device in the US market.