23% of all TV Everywhere authentications now take place on a connected TV device, representing 130% YoY growth, according to the new Digital Video Benchmark report by Adobe Digital.
Of this 23%, 13% is from Apple TV and 7% is from Roku, which leaves a mere 3% of TV Everywhere authentications to all other TV connected devices such as gaming consoles, the Amazon Fire TV and Smart TVs. Movie viewership in particular is driving this trend. Movie viewers are twice as likely to watch programming on a TV connected device than any other device.
Consumption from existing TV Everywhere users jumped by 102% YoY while new user adoption inched up, growing by just 8% over the last 12 months. So, the viewers who do consume TV Everywhere content have nearly doubled their consumption.
Much of the growth in TV Everywhere content consumption is coming from teens and toons programming for youth and movies. Teens and toons is the most frequently viewed content genre and it grew 46% QoQ. It’s viewed the most frequently on Android devices. Movies is the fastest growing content genre with 127% growth QoQ. Movies are heavily viewed from TV connected devices where the bigger screen improves the viewing experience.
Viewing non-authenticated online video on smartphones increased by 33% YoY while tablet viewing declined 7%, which can be attributed to slowing tablet sales and smartphones with larger screen sizes. Although nearly half of all web browsing occurs on a smartphone or tablet, only 31% percent of videos were viewed on a mobile device.