TVE viewers are not as ‘on-the-go’ as originally thought, according to the latest edition of Adobe Digital Index|Digital Video Benchmark Report Q1 2016.
Not less than 71% of all TVE viewers watch from one location. Mobile viewing is historically considered ‘on-the-go’, but 72% of mobile TVE users only watch from one location, indicating a captivated addressable audience and minimal ‘on-the-go’ behaviour.
However, consumers are watching more content on mobile devices with Android and iOS continue to see higher viewing frequency (both up 8% YoY). Connected TV device frequency viewing (Apple TV, Roku, gaming consoles, etc.) remained fairly stagnant.
TVE viewers use several Devices in a single location on five disparate devices, which indicates an opportunity for a single location-based authentication system to improve TVE viewer experience.
Strong growth of authenticated viewing continued in Q1 due to sports and TV show premieres, but seasonal TVE dip typically occurs in the early summer months.