The rise of TV consumption across multiple screens has significantly increased over the past year. According to the IAB, an estimated 75 – 100MM Americans are viewing TV shows by connecting their devices to the internet. Premium TV programming is not only for your television set, but it can be readily consumed on the go from your smartphone, tablet, laptop or gaming console. As a result, active viewership of paid “TV Everywhere” services like Watch ABC, Showtime Anytime and HBO Go grew exponentially to 13MM viewers in 2014, up from just 6MM the year prior.
Apple’s iPad has been dubbed the most popular screen to watch, and 29% of fourth-quarter 2014 TV Everywhere videos were viewed on tablets. The spotlight will soon be on Apple TV. No, it’s not an actual television set, but rather a device that connects to your TV and allows you to access music, videos and photos via the internet. You can also access premium content from more than 50 sources including Netflix, Hulu Plus, HBO and more. Apple TV also connects with other Apple products such as iTunes, iCloud and through Airplay; you can stream content from your Mac or iOS device directly to your HDTV.Apple TV launched in January 2007 for $299. Since that time, more than 25MM Apple TVs have been sold. The latest version was released in 2012 and is currently priced at $69. However, there are reports that a new model will be available soon.In terms of the competition, Roku leads the pack with 7% share of TV Everywhere views on connected devices compared to Apple TV’s 5% share. To date, Roku has sold 10MM boxes and streaming sticks in the U.S.
The increased adoption of TV Everywhere consumption will continue to blur the lines between broadcast and digital media buying. Video ad strategies can now be adapted to reach viewers across all screens. Currently, 34% of U.S. homes have a smart TV, while 20% own a streaming device and 62% have gaming console which can often be used to stream TV programming from the internet. In addition, 61% of broadband homes own tablets, with 41% using TV apps regularly. Video ad spending reached $4.6 billion in 2014 and it is likely to surpass $14 billion by 2018.
When Steve Jobs first previewed Apple TV in September 2006, he spoke about how Apple would one day be in your den (Apple TV), on your Mac or PC (iTunes), in your pocket (iPods) and in your car through iPod connectivity. Almost 10 years later, we have also seen the iPhone successfully disrupt the mobile phone marketplace and the recent launch of the Apple Watch also seems promising. There appears to be no limit to where Apple technology can go. In short, Apple is everywhere.