TV Everywhere, which is simply subscription-based pay TV programming that's streamed, has grown 282% year over year (YoY), with the Apple TV doubling their share of viewing form the last quarter from 5% to 10% -- overtaking Roku. Apple devices are currently driving 62% all authenticated pay-for-TV video views.
“Apple is sitting in the catbird seat because of its dominant position with access to consumers and a wealth of video data,” said Tamara Gaffney, principal analyst at ADI. “The challenge will be to see if it can monetize the strategy fast enough to get ahead of the movement away from linear TV toward digital viewing. Apple is clearly looking to play in the video-streaming market, and the growth of that market is a big indicator as to why.”
“It goes to show that this industry is taking off, and, clearly, that’s why Apple is trying to get out in front of it.”
The report notes that connected TV devices like the Apple TV and Roku have seen dramatic growth in TV Everywhere programming, growing from 6% to 24% YoY. These devices have taken most of the viewership away from the Mac and PC. iOS also widened its lead of authenticated TV Everywhere consumption from 43% to 47%, while Android's share remained relatively flat at 15%. In terms of unauthenticated mobile video streaming, the iPhone and iPad represented 82% of all viewing.
While Adobe's report did find that desktop browsing and authenticated streaming is on the decline, it found that for general online video viewing, Google Chrome saw an 18% increase YoY -- outpacing Safari, which was up 15% YoY. Internet Explorer and Firefox both saw a decline in video viewing.
Even though Apple has no plans to reveal a revamped Apple TV at WWDC, it has been continuously adding content to the streaming device. Just yesterday, Showtime announced it would be offering a standalone service with the Apple TV, following HBO Now.
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