iOS apps now lead as access types for "TV Everywhere" consumption with 43 percent market share in the first quarter of this year, according to Adobe's U.S. Digital Video Benchmark report.
TVAnywhere refers to services that allow pay TV subscribers to easily access premium content from virtually any Internet-connected device. Adobe based its data on consumer video viewing last year and this year, with aggregated and anonymous data from media and entertainment sites gathered from Adobe Analytics and Adobe Primetime.
Browsers have fallen, with 36 percent share compared with 47 percent in the first quarter of 2013.
Android apps are in third place with 15 percent share, up from 11 percent in the first quarter of 2013.
More than 80 percent of children's TV Everywhere content was viewed through iOS apps.
- iOS apps also were the access type for more than 50 percent of broadcast channel authenticated videos.
"Mobile devices are becoming much more relevant in online video consumption. Marketers need to be prepared to offer an array of options that cater to multiple platforms," the report said. "People are turning away from browser-based access types to stream TV Everywhere and using a larger variety of mediums to consume TV Everywhere content."
There are only two things broadcasters and content providers can be sure about: Video consumption will keep going up, and consumers will want to have a wide variety of choice on the platforms and devices on which to consume it. Adobe's data suggests that while Apple developers may be leading the pack in this area at the moment, there may be a significant opportunity for Android apps to start playing catch-up.
Though it may be difficult to get in this market directly given the preponderance of big-name firms here already, there will undoubtedly be room for complementary or companion apps that help sift through TVAnywhere content, share feedback about shows on social media and more. Once viewers step away from the browser, it's hard to imagine many reasons why they would start heading back.
- access the Adobe report here
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