TV Everywhere Viewing is shifting to connected TV devices like Apple TV and Roku, and away from iOS, according to Q4 findings.

1. DIGITAL VIDEO BENCHMARK
ADOBE DIGITAL INDEX Q4 2015

2. TV Everywhere
03 Key insights
04 TVE penetration of Pay-TV viewers jumped in Q4
05 Video viewing doubled YoY
06 Broadcast & Cable has the highest YoY growth
07 TV Connected Device share grew substantially in 2015
08 Roku share increased as new channels were added
09 Apple TV share increased while iOS decreased
10 Android and iOS experienced substantial growth
Appendix
10 Methodology
11 Glossary
12 Tables
2ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
Table of contents

3. 3ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
• The number of TV Everywhere (TVE) users has increased 22% quarter-over-quarter (QoQ), particularly due
to special programming (i.e. fall TV premiers) and sports-related content.
• Total number of TVE video views doubled its growth year-over-year (YoY).
• Broadcast & Cable genre grows more other content categories for the first time (up 111% YoY) due to seasonal
TV programming events.
Key insights

4. ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015 4
TVE active users increased 22% QoQ due to special programming (i.e. fall TV premiers) and sports-related
content viewing. Growth in previous quarters had been in the 12-14% range.
TV EVERYWHERE
TVE penetration of Pay-TV viewers jumped in Q4

5. Video viewing doubled YoY
ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
Authenticated video viewing continues to steadily grow throughout 2015 with most months showing increases
in video viewing over the previous month.
The only noticeable decline has occurred
from November to December in both 2014
and 2015, indicating viewers may be busy
with family or other holiday gatherings.
TV EVERYWHERE

6. Broadcast & Cable has the highest YoY growth
6ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
For the first time, Broadcast & Cable experienced the highest viewing growth compared to the other genres
due to seasonal TV programming events.
Movies experienced a dramatic increase in Q3
due to free trial subscription promotions.
TV EVERYWHERE

7. TV Connected Device share grew substantially in 2015
7ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
Authentications continued to shift to TV Connected Devices throughout 2015, moving from iOS to an
actual TV connected device.
Although iOS share decreased 20%
YoY, Apple still has the highest
volume of authentications.
Browser viewing held steady due to free
trial subscriptions, which primarily take
place outside of a TV Connected Device.
TV EVERYWHERE

8. Roku share increased as new channels were added
8ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
TV EVERYWHERE
Roku share increased 14% QoQ as a result of major broadcasters adding their channels in mid-November.

9. 9ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015
All access types, with the exception of Browser, continue to see growth in viewing frequency.
Android™ and iOS experienced substantial growth
TV EVERYWHERE

10. ADOBE DIGITAL INDEX
Methodology
This report is based on consumer video viewing from October 2014 through December 2015. It consists of
the aggregated and anonymous data from sites gathered from Adobe Analytics, Adobe Primetime,
and Adobe Social. Adobe does not use any personally identifiable information to generate this report.
In addition, Adobe does not know the personal identity of those viewing digital videos.
Sample information includes:
• 134 billion total online video starts
• 3.6 billion TV Everywhere authentications
• 300+ different sites and apps acting as access points for TV Everywhere
Visit our website: adobe.ly/digitalindex
Read our blog: adobe.ly/digitalindex
Follow us: @adobeindex
Ask a question or make a suggestion: digindex@adobe.com
10ADOBE DIGITAL INDEX | Digital Video Benchmark Q4 2015

11. ADOBE DIGITAL INDEX
Glossary
Ad start ratio: Total ad starts divided by total video starts
Online video start: Any browser based unauthenticated video start
Viewing frequency: Total video starts divided by unique viewers
Authenticated video: Video content that requires credentials from a multichannel video programming distributor (MVPD)
Active monthly viewer: Viewer who authenticates at least once per month
Monthly unique visitor: Total number of unique visitors for the month
Access type
Browser includes Chrome, IE, Firefox, and Safari on both PC and mobile devices
iOS app is an app on any Apple mobile device
Android app is an app located on any Android mobile device
Gaming console and OTT includes data from apps on Xbox, PS4, Apple TV, Roku, and other similar devices
TV Everywhere video viewing frequency: Authenticated video starts per monthly unique visitor
11
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