All video access, all the time: Which SV company leads TV Everywhere?
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- June 18th, 2015
Apple won’t debut its subscription television service at next week’s Worldwide Developers Conference, but the company’s presence as the top dog in premium-video viewing bodes well for the future of Apple in the entertainment sector.
The Cupertino-based company’s devices currently drive 62 percent of all authenticated pay-for-TV video views, according to Adobe’s report on Online Video Viewing and Browsing Trends. The company outshone Roku, Xbox and Android devices in the space.
“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.”
What does this mean for Apple going forward?
Leading the charge to bring TV Everywhere
TV Everywhere is a concept that promotes users having constant access to content across all devices. Cable networks and services like Apple allow their customers to access content, either live or on-demand.
While many cable customers already have TV Everywhere as part of their cable package, many aren’t aware that it exists. Many Apple users have already “cut the cord,” meaning they’ve parted ways with their cable service in favor of Internet-based options, like Apple TV, and use the device has one of their primary ways of viewing content.
Going head-to-head with Roku
Apple doubled its share of premium-video viewing over the past three years, from 5 percent growth in the fourth quarter of 2014 to 10 percent growth in the first quarter of 2015. Roku’s share only increased from 7 percent growth to 8 percent growth, per the report.
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