As video on demand and TV Everywhere services continue to make gains with consumers, their development — and ongoing battle with OTT video services — is still in the first game of a doubleheader, with many technological and content advances still to come, industry executives speaking at the On Demand Summit Tuesday (June 9) said.
TV Everywhere continues to make strides, with more than 55% of consumers recognizing and using TV Everywhere services from cable networks, according to CTAM president and CEO John Lansing. While more than 90 networks are offering TV Everywhere services on a subscriber-authenticated basis, Lansing said creating a cohesive, TV Everywhere message remains a challenge.
“The biggest limitation is that TV Everywhere is not a consumer-facing brand,” Lansing said. “To communicate the value of the product without a single handle to the consumer is the biggest challenge.”
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