Just 20% of pay-TV subscribers were aware of TV Everywhere provided by their operator in the first quarter of 2012, with 53% of those subscribers using the service at least once a month, according to data presented in a June 21 webinar by Parks Associates.

TV Everywhere is a platform designed to attract and retain pay-TV subscribers in an era of competing (and less expensive) over-the-top alternatives such as Netflix, Hulu, Google Plus and Amazon Prime.

“Is anybody watching these [TV Everywhere] services? Do they even know that these services are available?” asked Parks senior analyst Brett Sappington. “What we found is that by and large the answer is no.”

Despite TV ads, fliers and billing inserts heralding the virtues of TV Everywhere, the majority of pay-TV subscribers do not know that their TV provider offers repurposed content.

In a recent Parks survey of subscribers of multichannel video program distributors, 26% of AT&T U-verse subscribers were aware of TV Everywhere, followed by Cablevision/Comcast with 24%, Verizon Wireless (22%), Dish Network (19%), Cox Communications (18%), DirecTV (15%) and 12% among Time Warner Cable subs.

From the article, "Consumer Awareness of ‘TV Everywhere’ Lagging" by Erik Gruenwedel.

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