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.
Parks Associates analyst Tejas Mehta agrees the bad press won't change much unless Lyft and Sidecar add more investors and find a new way to stand out. "Lyft has been competing with Uber on pri...
Streaming-media devices continue to grow in popularity amid swiftly shifting competition, according to a new report. During the first three quarters of 2014, 10 percent of US households with a...
Meanwhile, over-the-top boxes like Apple TV are surging in popularity. Research group Parks Associates estimates sales of such streaming-media devices will top 57 million worldwide in 2018, nearly...
While Uber is forging ahead with its initiatives, tangible safety improvements may take time, said Parks Associates research analyst Tejas Mehta. "Uber's new safety initiatives are an acknowled...
