TV Everywhere Awareness & Usage Remains Low in the U.S.

BOSTON: A recent poll by RAMP reveals that 82 percent of respondents were unfamiliar with TV Everywhere services being offered by their cable providers.

The poll, conducted by RAMP, which provides next-generation video and search experiences for media and enterprises, found that only 4 percent even knew their login details to access these services. The survey also found that 27 percent of respondents were unaware they had an email address provided by their ISP, and 53 percent were aware of their ISP-provided email address, but didn't use it.

The findings also showed that 67 percent of respondents have never watched TV through their cable provider's website or app.

“This survey illustrated that awareness and usage of TV Everywhere is considerably low, and we suspect that this is partially due to the TV Everywhere user experience,” said Tom Wilde, the CEO of RAMP. “In most cases, there are few compelling reasons for consumers to engage with and return to their cable provider’s online experience. In addition, cable programmers seem to be missing key opportunities to strengthen their brands and affinity with viewers by delivering more compelling experiences than traditional linear TV offers.”

Wilde continued, “By delivering unique viewing experiences in the context of TV Everywhere including contextually-related content, recommended videos based on user behavior, and related advertising, RAMP customers have reported three times greater engagement, increases of 50 percent to 300 percent in minutes per session, and 10 times greater click-through rates on advertising. This makes TV Everywhere more engaging for the consumer, and gives programmers and cable providers more opportunities to engage with their audience through related content and offer more sponsorship opportunities for advertisers.”