New research: TV Everywhere known hardly anywhere

RAMP have announced the findings of a recent poll on consumers’ awareness and usage of TV Everywhere.  The poll, conducted on LinkedIn in Q4 2013, revealed that 82% of respondents are unfamiliar with TV Everywhere, and only 4% know their login details.

TV Everywhere allows cable subscribers to watch programming on their smartphone or tablet, from virtually anywhere, using credentials (e.g., email address) provided by the cable provider.  The survey also found that:

  • 27% of respondents were unaware they had an email address provided by their ISP
  • 53% of respondents were aware of their ISP-provided email address, but didn’t use it
  • 67% have never watched TV through their cable provider’s website or ap

“This survey illustrated that awareness and usage of TV Everywhere is considerably low, and we suspect that this is partially due to the TV Everywhere user experience,” said Tom Wilde, CEO, RAMP.  “In most cases, there are few compelling reasons for consumers to engage with and return to their cable provider’s online experience. In addition, cable programmers seem to be missing key opportunities to strengthen their brands and affinity with viewers by delivering more compelling experiences than traditional linear TV offers.”

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