DIGITAL VIDEO BENCHMARK ADOBE DIGITAL INDEX Q4 2015
TV Everywhere 03 Key insights
04 TVE penetration of Pay-TV viewers jumped in Q4
05 Video viewing doubled YoY
06 Broadcast & Cable has the highest YoY growth
07 TV Connected Device share grew substantially in 2015 08 Roku share increased as new channels were added
09 Apple TV share increased while iOS decreased
10 Android and iOS experienced substantial growth
Appendix 10 Methodology
11 Glossary
12 Tables
2 ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
Table of contents
3 ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
• The number of TV Everywhere (TVE) users has increased 22% quarter-over-quarter (QoQ), particularly due to special programming (i.e. fall TV premiers) and sports-related content.
• Total number of TVE video views doubled its growth year-over-year (YoY).
• Broadcast & Cable genre grows more other content categories for the first time (up 111% YoY) due to seasonal TV programming events.
Key insights
ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015 4
TVE active users increased 22% QoQ due to special programming (i.e. fall TV premiers) and sports-related content viewing. Growth in previous quarters had been in the 12-14% range.
TV EVERYWHERE
TVE penetration of Pay-TV viewers jumped in Q4
Video viewing doubled YoY
ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
Authenticated video viewing continues to steadily grow throughout 2015 with most months showing increases in video viewing over the previous month.
The only noticeable decline has occurred from November to December in both 2014 and 2015, indicating viewers may be busy with family or other holiday gatherings.
TV EVERYWHERE
Broadcast & Cable has the highest YoY growth
6 ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
For the first time, Broadcast & Cable experienced the highest viewing growth compared to the other genres due to seasonal TV programming events.
Movies experienced a dramatic increase in Q3 due to free trial subscription promotions.
TV EVERYWHERE
TV Connected Device share grew substantially in 2015
7 ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
Authentications continued to shift to TV Connected Devices throughout 2015, moving from iOS to an actual TV connected device.
Although iOS share decreased 20% YoY, Apple still has the highest
volume of authentications.
Browser viewing held steady due to free trial subscriptions, which primarily take
place outside of a TV Connected Device.
TV EVERYWHERE
Roku share increased as new channels were added
8 ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
TV EVERYWHERE
Roku share increased 14% QoQ as a result of major broadcasters adding their channels in mid-November.
9 ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
All access types, with the exception of Browser, continue to see growth in viewing frequency.
Android™ and iOS experienced substantial growth TV EVERYWHERE
ADOBE DIGITAL INDEX Methodology This report is based on consumer video viewing from October 2014 through December 2015. It consists of the aggregated and anonymous data from sites gathered from Adobe Analytics, Adobe Primetime, and Adobe Social. Adobe does not use any personally identifiable information to generate this report. In addition, Adobe does not know the personal identity of those viewing digital videos. Sample information includes: • 134 billion total online video starts • 3.6 billion TV Everywhere authentications
• 300+ different sites and apps acting as access points for TV Everywhere
Visit our website: adobe.ly/digitalindex
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10 ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
ADOBE DIGITAL INDEX Glossary Ad start ratio: Total ad starts divided by total video starts Online video start: Any browser based unauthenticated video start Viewing frequency: Total video starts divided by unique viewers
Authenticated video: Video content that requires credentials from a multichannel video programming distributor (MVPD) Active monthly viewer: Viewer who authenticates at least once per month
Monthly unique visitor: Total number of unique visitors for the month Access type
Browser includes Chrome, IE, Firefox, and Safari on both PC and mobile devices iOS app is an app on any Apple mobile device Android app is an app located on any Android mobile device Gaming console and OTT includes data from apps on Xbox, PS4, Apple TV, Roku, and other similar devices
TV Everywhere video viewing frequency: Authenticated video starts per monthly unique visitor
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© 2015 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Android is a trademark of Google Inc. Apple and Apple TV are trademarks of Apple Inc., registered in the US and other countries. IOS is a trademark or registered trademark of Cisco in the U.S. and other countries and is used under license. ROKU is a trademark and/or registered trademark of Roku, Inc. in the United States and other countries. All other trademarks are the property of their respective owners.
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