“Apple shines yet again, as the winner for authenticated and unauthenticated streaming video, according to new analysis by Adobe Digital Index (ADI), which found that Apple TV controls the major share of TV Everywhere viewing,” Giselle Abramovich reports for CMO. “In addition, iOS devices (iPhone and iPad) represent the majority (82%) of all unauthenticated mobile video viewing. ‘Apple is sitting in the catbird seat because of its dominant position with access to consumers and a wealth of video data,’ said Tamara Gaffney, principal analyst at ADI. ‘The challenge will be to see if it can monetize the strategy fast enough to get ahead of the movement away from linear TV toward digital viewing. Apple is clearly looking to play in the video-streaming market, and the growth of that market is a big indicator as to why.'”
“The streaming video market is growing rapidly. TV Everywhere viewing, for example, has seen 282% growth year over year (YoY), with Apple TV devices doubling their share of premium video viewing quarter over quarter (QoQ) from 5% to 10% – overtaking Roku,” Abramovich reports. “Apple devices currently drive 62% of all authenticated pay-for-TV video views”
“IOS, on the other hand, widened its lead of viewing share from 43% to 47% YoY, while Android’s share remained relatively flat at 15%. Desktop viewing reached a new low, dropping from 36% to 14% share YoY,” Abramovich reports. “‘The key takeaway from our analysis is that the streaming video space is growing fast, and Apple is growing by building out an ecosystem of devices as it relates to that space,’ Gaffney said. ‘Apple is leaning toward having a bigger play there than in the past. For marketers that means having a blanket approach to advertising is not going to work. They need to think about who is viewing and when. The strategy needs to be evolving and more complex to match the evolving and more complex nature of the landscape.'”
Read more in the full article here.
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