Don't Give Up on TV Everywhere Just Yet!

In the five years since Time Warner and Comcast launched the TV Everywhere (TVE) initiative, nearly all major pay-TV operators in the US have introduced their own version of the service. Pay-TV service providers have spent millions in network infrastructure and content licensing rights in support of TVE. Yet, TV Everywhere does not generate revenue and consumer adoption remains in its infancy.

This report examines the US market for TV Everywhere from within the larger world of time-shifted TV viewing that also includes online catch-up TV and DVR use. Primary research data documents consumer behavior, and provides insight to how TVE can be repositioned for growth.

Executive Summary 1

Introduction. 5

Methodology 6

TV Everywhere Services 8

Time-Shifted TV Viewing. 9

Catch-Up TV. 9

Content Branding Drives the Preferred Sources for Catch-up TV. 9

DVR: the Catch-Up TV Alternative. 10

Use of TV Everywhere Services 11

TV Everywhere Mirrors DVR Demographics 13

The Target Market for TV Everywhere Services 16