Adobe: “TV is no longer the device – it is the content”

With the mainstream adoption of video consumption on personal devices, we are now witnessing the greatest change in broadcast TV since the arrival of colour, according to Jeremy Helfand, VP Video Monetization at Adobe, speaking at TV Connect in London this morning (Tuesday 19th March).

“We have to understand what is happening in the broadcast space – content is increasingly being consumed on connected devices, and this is causing programmers and operators to rethink how they monetize and deliver content,” said Mr. Helfand. “TV is no longer the device – it’s the content.”

Big claims, backed up with proprietary data from Adobe Pass (the company’s TV Everywhere authentication solution): an overwhelming 97% of iPhone authentications are by younger viewers, while a similar proportion is for news content on desktops, and over 50% of tablet usage is for TV Everywhere content.

This is all good news, according to the Adobe exec, except for one thing: fragmentation. Programmers want a consistent experience, advertisers want access to one unified audience, and audiences want to watch the content they want, when they want.

This all leads Adobe to one conclusion – the need to activate audiences with data, that is to say, balancing content and advertising, delivering personalised experiences and adverts – all key components of an possible monetization strategy in this environment.

A glimpse of the future of the media business came from 2012 Olympics, according to Helfand: “We delivered over 200 million streams for last year’s Olympics, of which 90mn were authenticated.

“This is the new benchmark, a true inflection point. It showed we can deliver access to great content, media companies can deliver great content online and it won’t cannibalise TV consumption.”