So-called TV Everywhere services -- which were supposed to be the coordinated response of pay TV operators like Comcast, Time Warner Cable and DirecTV to threatening over-the-top TV/video services like Netflix and Hulu -- are suffering from a lack of visibility, according to Parks Associates’ Brett Sappington.
In a column for Fierce Online Video, Sappington reveals that only one-fourth or fewer subscribers to most of the big pay TV operators are even aware of the TV Everywhere services that are available to them.
“This lack of subscriber awareness negates the efficacy of TV Everywhere as a tool to combat OTT services and underscores the marketing challenges for providers going forward,” Sappington writes.
Sappington also reveals that while cord-cutting was the main focus of pay TV operators in 2011, the threat of so-called “cord shaving” is “potentially a greater danger.”
Like cord cutters, cord shavers want to save money -- but according to Sappington, they consume more content than cord cutters, who tend to be light video users. Cord shavers tend to be heavy users of Netflix, for instance, consuming nearly eight hours of video per week on a computer.
From the article, "TV Everywhere Services Lack Awareness" by Ross Fadner.
For Google, though, the large market for smart TVs and streaming media boxes makes it worth another try. While TV sales have been sluggish, sales of devices that plug into televisions and play vide...
In US households last year, nearly half of all purchases of set-top boxes -- small electronic devices that stream online video and music on your TV -- were Rokus, and Roku devices continue to show...
Apple TV has been adding more content lately as the company has had to fight a handful of competitors -- including Roku, Amazon, and Google -- in the streaming-media device market. Spurring interes...
The Chromecast wasn't the first wireless streaming-media dongle to come along -- Roku had one long before -- but the $35 price and the initial offer of three months of free Netflix sparked a flurry...
