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(VIDEO) Mobile, iOS Fuels Rapid Growth of "TV Everywhere," Adobe Study

06/10/2014 05:31 pm ET | Updated Aug 10, 2014

SAN FRANCISCO -- Mobile devices, led by the Apple operating system, are fueling the spread of TV Everywhere, says Tamara Gaffney, Principal Analyst with Adobe Digital Index in this video interview. "The iOS app has surpassed the browser as the most common access point for TV Everywhere," she says, sharing the details of a just-released study Adobe conducted that analyzes TV Everywhere usage.

Specifically, consumers accessed TV Everywhere via iOS about 43% of the time in the first quarter of the year. The number of unique TV Everywhere visitors more than doubled year over year.

Overall, video viewing via TV Everywhere grew more than three times year over year across devices, and more than six times from gaming consoles and over-the-top devices, she says. About 21% of pay-TV homes now watch TV Everywhere programming across both devices and browsers and that's a 31% rise in the last six months. Tablets are fueling the mobile access but she expects smartphone usage of TV Everywhere to grow as data connection speeds improve on mobile phones.

Sports remains the big content driver that brings consumers into the service. Once there, they often explore other programs, she tells us. In addition, online video consumption as a whole continues to skyrocket with 35.6 billion global online video starts in the first quarter, up 43% over last year.

Gaffney presented her finding today in San Francisco where she was a speaker at the TV of Tomorrow show.

Disclaimer:   Adobe Primetime is the sponsor of Beet.TV's coverage of the TV of Tomorrow show.

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