TVE Builds Brand Loyalty

TV Everywhere viewing is additive to overall TV viewing, rather than detracting from it. In a study by Viacom, 64% of TVE users said that they watched more TV overall, although the TV is still their primary source for watching live content and shows. TVE services were also found to strengthen loyalty to the pay-TV brands offering them; 93% of users cited TVE services as a reason for staying with their current provider.

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Viacom defines TV Everywhere viewing as watching full-length TV programmes on sites and apps by ‘authenticating’ (using one’s pay-TV log-in information). (TA)