A Look at Time Warner’s TV Everywhere Strategy



TV Everywhere

The popularity of TV Everywhere has increased for many reasons. It provides convenience and schedule flexibility, and it allows consumers to skip commercials and watch multiple episodes sequentially. The growth of TV Everywhere has directly benefited the growth of connected TV devices.

As online television services get ready to launch or are already being launched, it raises a question mark over TV Everywhere’s popularity. Time Warner (TWX) was asked about this trend at the Deutsche Bank Media, Internet, and Telecom Conference in early March 2017.

Time Warner stated that it is offering its content for on-demand viewing through its authenticated apps. As a result, Time Warner is able to offer targeted advertising to its advertisers through its data-driven products.

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According to a 2016 CED report citing a research report from Rethink Technology Research, Comcast (CMCSA) had 10.1 million TV Everywhere subscribers. In contrast, as the graph above shows, DIRECTV had 9.3 million TV Everywhere subscribers and Time Warner Cable had 6.3 million subscribers. Dish Network (DISH) and AT&T (T) had 2.1 million TV Everywhere subscribers each.

Comcast on TV Everywhere

Comcast’s primary strategy is to make content available to its viewers regardless of which devices they use. Currently, Comcast streams ~130 television networks as part of its TV Everywhere strategy. According to Comcast, its Xfinity app is currently being used by around half of its video and high-speed Internet subscribers.

Comcast stated that it currently provides authentication for TV Everywhere on over 20 electronic devices, and that it provides automatic in-home authentication.


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