Apple TV now a key player in TV Everywhere scene

4 Jun 2015

Apple TV is making big moves in the TV Everywhere scene, doubling its market share to 10pc in just three months, with iOS devices in general representing more than half of all online streaming.

TV Everywhere is a concept (which is now a reality, really) that sees TV providers offering their services far beyond the traditional medium of televisions in the home. Now you can access your favourite shows online, through devices like smartphones, entirely on demand.

iOS is even more dominant in non-subscription streaming, making up more than 80pc of all viewers, however monetising it beyond hardware may prove difficult.

Perhaps that’s why Showtime, the US cable network behind such shows as Homeland, Dexter and the forthcoming Twin Peaks, announced the launch of a new online app in partnership with Apple yesterday.

“Apple is sitting in the catbird seat because of its dominant position with access to consumers and a wealth of video data,” said Tamara Gaffney, principal analyst at ADI, the branch behind Adobe’s findings.

ADI’s findings, showing Apple TV’s share of TV Everywhere growing in Q1 – via 9to5mac.

ADI’s findings, showing Apple TV’s share of TV Everywhere growing in Q1 – via 9to5mac.

It’s impossible to tell what particular trigger has seen Apple TV skyrocket, but a significant price reduction may well have played a part.

“The challenge will be to see if it can monetise the strategy fast enough to get ahead of the movement away from linear TV toward digital viewing. Apple is clearly looking to play in the video-streaming market, and the growth of that market is a big indicator as to why.”

Apple’s Showtime deal will create a service available in the US via iPhone, iPad, iPod touch and Apple TV. Customers can sign up for US$10.99 per month after a free 30-day trial period and don’t require a subscription to the Showtime TV network.

Gordon Hunt was a journalist with Silicon Republic