Awareness and reluctance to pay still posing problems for TV Everywhere

Lack of awareness of TV Everywhere services and reluctance to pay for content remain significant hurdles for the successful monetisation of such services, NAB Show attendees heard yesterday.

At a session on Multi-Network Solutions in the Real World hosted by content security provider Verimatrix, attendees were told that 86% of pay TV customers in North America have access to TV Everywhere services but only 25% of US pay TV subs are aware of such services, according to figures provided by Parks Associates.

However, 43% of consumers watched live and on-demand content on mobile phones in 2012, while by 2015, 95% of pay TV subs will have access to multiscreen services, according to Parks Associates. Tablets are meanwhile expected to become the major device for OTT video consumption, having overtaken games consoles and Blu-ray players in 2011, the research firm said