According to Parks Associates, usage of authenticated video viewing, or TV Everywhere, reached 40% of U.S. pay TV consumers in 2015, up from 22% in 2013. The research house says the percentage of respondents watching authenticated video at least once a month is 23%, which both broadens and deepens the online video audience for pay TV providers.
"Content providers have been extremely aggressive in promoting their authenticated catch-up services, which is helping create traction for authenticated TV Everywhere services in the digital entertainment household," said Glenn Hower, Parks research analyst. "As usage increases, service providers and content companies alike will need to expand their big data capabilities, allowing them to create even more personalized services for their subscribers and viewers."