Though TV Everywhere (TVE) as a “brand name” is still struggling to build awareness among consumers, use of TVE services is growing – especially among Generations Y and X. A new GfK study shows that 53% of consumers in pay TV homes have used TVE to watch shows on a computer, mobile device, or TV set – a jump of 10 percentage points versus 2012.

The new report, TV Everywhere 2015 – part of GfK’s The Home Technology Monitor™ series – reveals that 42% in pay TV households have taken advantage of TVE offerings from signal providers, while 46% have used TV network services.

Download an infographic from this study.

Mobile devices are clearly the main driver of this growth, with monthly use having doubled since 2012 for mobile apps and websites from TV signal providers and networks alike. (See Table 1.) Viewers are turning to traditional TVE websites – viewable via computers – at roughly the same rates as three years ago.

Table 1. Monthly Use of TV Everywhere Offerings

* Among all persons 13 to 64 in pay TV households

Not surprisingly, young adult consumers reported stronger use of TV Everywhere services. (See Table 2.) Among Generations Y (age 13-35) and X (age 36-49), use of mobile TVE sites and apps – as well as smart TV apps – was two to four times higher than for Baby Boomers (age 50-64). This pattern holds for TV network and service provider offerings alike.

Table 2. 2015 Generational Use of TV Everywhere Services (Monthly)

	2015 Gen Y	2015 Gen X	2015 Boomers
TV service provider website	16%	12%	10%
TV service provider mobile site	17%	11%	4%
TV service provider mobile app	19%	11%	6%
TV Service provider smart TV app	22%	18%	6%
TV network website	22%	13%	10%
TV network mobile site	20%	10%	5%
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