Search »

Interpret Study Sees Problems with TV Everywhere

A new report from media researcher Interpret indicates that if cable operators are successful with their TV Everywhere initiative - which would potentially allow cable subscribers to access their favorite cable content on other devices, but which would also require that they are cable customers in order to view the content - would leave 7.7 million viewers unable to access TV programs online.

TV Everywhere is an initiative underway by Time Warner and Comcast to make cable TV content available across all devices to cable subscribers. Currently, the cable operators are saying they will make the content available to subscribers online, at no charge, but some in the industry predict there will eventually be a charge for the content.

Currently, 11% of all U.S. active streamers of video, or 7.7 million, do not subscribe to cable or satellite. Those viewers would be unable to access content online without subscribing to such a service, writes MediaPost.

The group most affected would be those in the lower average-income bracket, and especially adults in the 18-34 demo, many of whom stream video online rather than pay for cable or satellite service.

The average income of all age groups that only stream video online, rather than watching television, is $42,314, compared to the $60,054 average income of those who both stream video and subscribe to a cable or satellite service.

Other stats from Interpret:

• 12% of males 18-24 only stream video online (rather than subscribing to a cable or satellite service)
• 14% of males 25-34 only stream video online
• 11% of females 18-24 only stream video online
• 15% of females 25-34 only stream video online.

Interpret points out that in addition to potentially losing 7.7 million viewers, another problem for TV Everywhere is that those behind the initiative expect to significantly increase the commercial load within TV shows shown online. Currently, shows online include anywhere from a single :20 ad break to three or four :30 spots, but TV Everywhere could potentially boost the number of commercial minutes per hour of television to 18.