This report summarizes key insights from Adobe's Digital Video Benchmark Report for Q1 2016. It finds that 71% of TV Everywhere (TVE) viewers watch from a single location, including 72% of mobile TVE viewers. It also notes that Android and iOS devices are seeing higher TVE viewing frequencies year-over-year. Additionally, authenticated TVE video viewing grew 107% year-over-year and 58% quarter-over-quarter.

1. DIGITAL VIDEO BENCHMARK REPORT
ADOBE DIGITAL INDEX Q1 2016

2. 2ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016
Table of contents
03 Key insights
04 Most TVE viewing occurs in one location – even
on mobile
05 TVE viewers use several devices in a single location
06 TVE authenticated video viewing maintains growth
07 Android and iOS continue seeing higher TVE
viewing frequency
08 Share of authentications via TV connected devices
on the rise
09 Device usage remains constant since Q4 2015
10 Methodology
11 Glossary

3. TVE viewers not as ‘on-the-go’ as originally thought
• 71% of all TVE viewers watch from one location
• 72% of mobile TVE viewers watch from one location
• Highly engaged, strong and addressable audience from a single location
Consumers are watching more content on mobile devices
• Android and iOS continue to see higher viewing frequency (both up 8% YoY)
• Connected TV device frequency viewing (Apple TV, Roku, gaming consoles, etc.) remained fairly stagnant YoY
TVE video viewing on the rise
• TVE video viewing grew 107% YoY and 58% QoQ
Key insights
3ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016

4. Most TVE Viewing Occurs in One Location – Even on Mobile
4
• 71% of TVE viewers watch from one location,
indicating a captivated addressable audience
and minimal ‘on-the-go’ behavior
ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016
• Mobile viewing historically also considered
‘on-the-go’, but 72% of mobile TVE users
only watch from one location

5. TVE Viewers Use Several Devices in a Single Location
5
Disparate devices indicate an opportunity
for a single location-based authentication
system to improve TVE viewer experience
ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016

6. TVE Authenticated Video Viewing Maintains Growth
6
• TVE authenticated viewing up 107%
YoY and 58% QoQ, respectively
• Strong growth of authenticated
viewing continued in Q1 due to
sports and TV show premieres
• Seasonal TVE dip typically occurs
in the early summer months
ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016

7. 7
• Frequency on TV Connected Device
viewing remained fairly stagnant YoY
- Consumers haven’t changed
viewing behavior
• Android and iOS viewing frequency
have each grown 8% YoY
Android and iOS Continue Seeing Higher TVE
Viewing Frequency
ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016

8. 8
• iOS share of TVE authentications
continued to fall, down 22% YoY
• TV Connected Devices, Browsers,
and Android all experienced YoY
growth (15%, 21%, and 13% change,
respectively) – indicating more video
viewing sessions are being started
Share of Authentications via TV Connected Devices
on the Rise
ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016

9. Device Usage Remains Constant Since Q4 2015
9
• Device shares changed very
little in Q1
• Lack of new and disruptive
technologies are leading
people to watch videos on
the same devices as before
ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016

10. Methodology
Based on consumer video viewing from January 1, 2015 through March 31, 2016. It consists of the
aggregated and anonymous site data from Adobe Analytics and Adobe Primetime. No personally
identifiable information used to generate this report; Adobe does not know the personal identity of
those viewing digital videos.
Sample information includes:
• 1.2 billion TV Everywhere (TVE) authentications in North America
• 300+ different sites and apps acting as access points for TVE
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10
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ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016

11. 11ADOBE DIGITAL INDEX | Digital Video Benchmark Report Q1 2016
• Viewing frequency: Video start per unique viewer
• Authenticated video: Video content that requires credentials from multichannel video programming
distributor (MVPD)
• Monthly unique visitor: Total number of unique visitors for the month
• Access types:
– Browser includes Chrome, IE, Firefox, and Safari on both PC and mobile devices
– iOS app is an app on any Apple mobile device
– Android app is an app located on any Android mobile device
– Gaming console and OTT includes data from apps on Xbox, PS4, Apple TV, Roku, Amazon Fire TV,
and other similar devices
Glossary