RAMP, provider of next generation video and search experiences for media and enterprises, announced findings of a recent poll on consumers’ awareness and usage of TV Everywhere. The poll, conducted on LinkedIn in Q4, revealed that 82% of respondents are unfamiliar with TV Everywhere, and only 4% know their login details.
TV Everywhere allows cable subscribers to watch programming on their smartphone or tablet, from virtually anywhere, using credentials provided by the cable provider. The survey also found:
–27% of respondents were unaware they had an email address provided by their ISP
–53% of respondents were aware of their ISP-provided email address, but didn’t use it
–67% 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, CEO, 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 50-300% in minutes per session, and 10x 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.”
RAMP will be demonstrating its capabilities for enhancing the TV Everywhere experience at the Consumer Electronics Show (CES) in Las Vegas.