Although Apple’s iOS operating system still sees the bulk of TV Everywhere (TVE) authentications, new analysis from Adobe Digital Index (ADI) shows TVE consumption slowly moving toward connected devices, such as Apple TV and Roku.  According to ADI’s “Q4 Digital Video Benchmark” report, iOS share of TVE decreased 20% year over year (YoY), while connected devices saw 31% growth.

Among Adobe’s key findings:

• Overall growth in TVE video viewing has doubled YoY (102%)—a trend ADI expects to continue.
• The number of TV Everywhere (TVE) users has increased 22% quarter-over-quarter, particularly due to special programming (i.e. fall TV premiers) and sports-related content.
• Broadcast & Cable genre grows more other content categories for the first time (up 11% YoY) due to seasonal TV programming events.
• The Total number of TV video views doubled its growth year-over-year.
• Roku share increased 14% QoQ as a result of major broadcasters adding their channels in mid-November.
• All access types, with the exception of browser, continue to see growth in viewing frequency.

Adobe Digital Index publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from over 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising. This report is based on consumer video viewing from October 2014-December 2015.