Cable and satellite companies have a well-deserved reputation for being terrible marketers. (How many other industries would describe consumer products with terms such as “DOCSIS 3.0” and “EBIF-Enabled”?) Still, I thought the industry would do better with TV Everywhere. Execs sure talk enough about how quickly they need to offer subscribers cable shows streamed to their mobile devices. That’s why I was surprised to see this factoid today from SNL Kagan: The research firm says that in September, 3.1M unique users streamed TV Everywhere programming at AT&T, Cox, Comcast (Xfinity), Verizon, Cablevision (Optimum), Time Warner Cable, and Dish Network. That comes to just 5.1% of the roughly 60M customers who could have accessed TV Everywhere videos at those companies. The data suggest “relatively weak TV Everywhere awareness among cable, DBS and telco video subs, most likely due to the lack of any serious marketing campaigns to promote the product,” analyst Tony Lenoir says. It also means the services have a long way to go to catch up to other streaming video providers. For example, Hulu had 21.3M unique users in September, while Netflix had 16.2M.
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