According to a report from Adobe, the computer maker’s streaming media box has envisaged its share of TV Everywhere viewings is doubled at the start of this year, surpassing main rival Roku. It seems that much of the growth is people changing in their Apple TV for online video which they previously watched on their desktops or laptops. Tamara Gaffney, principal analyst for Adobe Digital Index stated that looking at the Mac access,it has dropped.
For Apple, they are transitioning the lover of their computers into a lover of the Apple TV device. Online video is on the rise since several users tend to watch on the go from their mobile devices with more programmers putting in-demand content on the web.
This has given way in the creation of good benefits for maker of `over the top’ boxes such as Apple TV which catches up to television in order to play online video for the big screen in the living room. This quick growth may have hidden dangers for Apple which means that since demand is mounting for one of its lowest priced products at the cost of some of their expensive products, it could mean the services on streaming media boxes may grow in importance when compared to the hardware.
Traditional TV Industry’s Gateway System
Consumer video viewing and browsing behaviour from the first quarter of last year through the first quarter of 2015 had been examined by Adobe. The data had been aggregated from over 500 billion visits with more than 200 billion online video starts and 2.8 billion TV Everywhere authentications for premium video content.
TV Everywhere is considered to the traditional TV industry’s gateway system in putting shows online and the TV Everywhere authentication is when one has been asked to enter the cable or satellite service password before viewing a movie or a show. It was observed by Adobe that Apple TV signified 10% of TV Everywhere authentication during the first quarter which has increased by 5% in the final quarter of last year and surpassed Roku that had an 8% share in the last period and 1% up point.
Apple TV – Popular Holiday Present
According to Gaffney, the data indicated Apple TV to be popular holiday present and observed its share could rise once again when Adobe could examine the data collected after Apple cuts the price of the box to $69 from the $99 in March. A caution with regard to these standings is that TV Everywhere authentications are not the full image of online video viewing and does not include time spent watching free video as well as content that is delivered by subscription services such as Netflix. Other observations from Adobe are –
- TV Everywhere viewing has quadrupled in the last year
- Apple TV and Roku, over-the-top counter devices as well as gaming consoles like Xbox, has made the greatest impact in TV Everywhere share growth to around 24% from 6% from last year
- Although Thursday night has been made traditional `must see TV’, evening for advertising dollars, the most popular for TV Everywhere viewing seems to be Wednesday nights
- Popular online browsers for viewing has been increasing Google’s Android as well as Chrome and continues to grow more than Apple’s Safari, though by a mere few percentage points. Google’s overall rating is 18% and Safari up by 15% which is at the expense of Internet Explorer and Firefox.
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