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authentication would at least somewhat deter 7 in 10 TVE users, with one-quarter being deterred “a lot.” The researchers note that distaste is particularly high among older respondents, aged 50-64.

pay TV operators face an uphill climb: just 30% of the consumers in pay TV homes surveyed said they have ever used their services, with 52% aware of them. TVE services from TV networks have both higher awareness (64%) and use (37%).

30% of respondents said they’ve used a network’s mobile site to access TVE features (and 34% have used a network’s application), those figures drop to 25% and 26%, respectively, for pay TV services.

Factoid: 21.6% of pay-TV subscribers have downloaded their operators TV-Everywhere app to their connected device. Of those, just 30% use it more than once a week.

“Authentication is a barrier to usage. I bet half the audience doesn’t know what their user name and password is.

“It’s not unreasonable to assume that roughly, essentially we charge customers 20 cents a viewing hour. That is a staggeringly good value by any measure.” Rob Marcus, TWC “I’m concerned we are reaching a tipping point. Where we begin to price some customers out of the market” Jerald Kent, Chairman & CEO, Suddenlink Communications