People may have the ability to watch TV anywhere, but a new Adobe report finds that they aren't glued to screens wherever and whenever. And while mobile and desktop devices are popular alternatives to traditional TV, over-the-top devices like Apple TV, Roku or gaming consoles don't have the same high usage.
The main reason why OTT devices haven't taken over? Adobe thinks it may have to do with your password.
"The login experience hasn't been great," said Campbell Foster, director of product marketing at Adobe. "Do you know your Comcast password?"
Adobe's Q1 2016 Digital Video Benchmark Report also found that 71 percent of TV Everywhere (TVE) viewers — people who watch content from any method other than traditional pay cable or satellite TV services — are only watching from one main location, the home.
The study aggregated anonymous data from 1.2 billion TV everywhere authentications, including data from more than 300 sites and apps. It focused on episodic or longer-length videos, and did not include shorter clips on sites like YouTube and Vimeo.
Among those users who view from one location, they are mostly watching on their mobile devices (43 percent) or on desktop (38 percent). Only 19 percent use OTT devices to get video content.
It's not that people aren't watching videos outside of pay TV services: The report found that TVE-authenticated viewing rose 107 percent year over year. Foster believes that because people are mostly at home when they view content and don't know how to log in through their cable provider on a digital service, they are more likely to stick with their pay TV services if they have them.
However, Adobe has been working with multichannel video programming distributor (MVPD) and device manufacturers on making the login processes easier.
"If you get your pay TV package through the same provider as your MVPD, you'll be able to leave the house and still be authenticated," he explained. "Large device manufactures are also working on a single sign on. Once you're on one app on your home base, then you're logged in everywhere."