The empire strikes back: TV returns to the living room

Pubblicato: 13 dicembre 2015 in La materia dei segni

Despite the plethora of available alternative platforms and devices, TV is still overwhelmingly a living room-centric activity, says Adobe.

The Adobe Q3 Digital Video Benchmark Report — based on data from 1,500+ media and entertainment sites between Q3 14 and Q3 15 including 134 billion video views and 3.6 billion TV everywhere (TVE) authentications — found that in addition to the residual strength of traditional TV services, the likes of Apple TV and Roku were actually making the living room even more the centre of TV viewing.

Indeed such services made connected TV devices’ share of TVE authentications grow 130% year on year. Overall new TV everywhere user adoption grew 8% year-on-year with authenticated video viewing up 120% on an annual basis and 37% quarterly.

While not entirely suggesting a trend towards cannibalisation of platforms, the Adobe Q3 Digital Video Benchmark Report did also reveal that the attractiveness of Apple TV was applying a brake on iPhone and iPad video usage. Specifically the mobile platforms, that is iOS’s, share of viewing was down 25% in the 12-month period. Apple TV continued to lead arch-rival Roku in the connected TV device segment by a factor of 13% versus 7%.

The survey also found that smartphones replaced tablets as the preferred mobile viewing device for non-authenticated video: the share of smartphone viewing increased 33% annually. Android-based viewing was twice as high as that from iOS thanks to the so-called ‘teens and toons’ content sector. Films and ‘teens and toons’ content showed the largest growth up 127% and 46% quarter-on-quarter.

Sorgente: The empire strikes back: TV returns to the living room | Second Screen | News | Rapid TV News

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