As more and more consumers opt to “cut the cord,” television broadcasters are increasingly offering TV Everywhere—a multi-device viewing experience—to add value to existing television subscriptions and retain subscribers.
Also known as “authenticated streaming” or “video on-demand,” TV Everywhere allows consumers to stream video content, either live or on-demand, as part of their cable subscription.
With consumers dropping traditional paid television subscriptions in favor of on-demand services like Netflix, Hulu, and YouTube, TV Everywhere gives traditional television providers an opportunity to directly compete by allowing multi-platform access to their content.
Major networks, including HBO, ESPN, TBS and TNT, have introduced TV Everywhere content—and the results are promising. For example, Discovery’s TV Everywhere apps, including Discovery Go, TLC Go and Investigation Discovery Go, have been downloaded 15 million times across platforms, according to a recent article from Digiday. The apps are averaging 25 million video streams per month, up 20 percent month over month. Perhaps most importantly, average viewing session time for Discovery grew 15 percent in the fourth quarter of 2017 year over year and is now 75 minutes or more per session across the company’s ten TV Everywhere apps.
With more and more downloads and an increasing amount of viewing time, TV Everywhere is clearly becoming a critical piece of an integrated direct response marketing strategy. At Diray, we are constantly monitoring the media landscape and adjusting our approach to capitalize on new opportunities. We provide an integrated media mix that includes the latest media trends to maximize ROI for our clients.
For more information on how Diray can help you reach consumers no matter where or when they are watching, contact us today.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.