Sochi 2014: A TV Everywhere Success Story
New York, NY
In Home Auto Verification, Temporary Pass among Innovative Features Fueling Successful Verification Rates.
Like no other event to date, the Olympic Games have been, and continue to be, a critical driver of "TV Everywhere," helping to propel awareness and usage. During the 2014 Olympic Winter Games from Sochi, Russia (Feb 6-23), NBCOlympics.com and the NBC Sports Live Extra app featured, for the first time, live streaming coverage of all Winter Games competition plus the closing ceremony, event rewinds and extensive video highlights.
"TV Everywhere" played an important role during the Sochi Olympics, with verification rates significantly higher than previous Olympic Games. During the 18 days of the Sochi Olympics, NBCOlympics.com, the mobile site and the apps delivered unprecedented traffic, consumption and engagement. The vast majority of live streaming was only available to verified cable, satellite or telco customers.
"We are thrilled with the ‘TV Everywhere’ results we’ve seen from the Sochi Olympic Games. The usage shows the value of the Olympics content to our viewers and distributors," said Ron Lamprecht, Executive Vice President, NBCUniversal Digital Distribution. "Coming off the launch of ‘TV Everywhere’ for our valued cable networks over the past 12 months, we will apply what we’ve learned from the Olympics to the rest of NBCUniversal's portfolio."
"The critical relationship between NBC Olympics and our distribution partners in insuring that the complete Games are made as accessible as technology will allow has significantly contributed to the growth of ‘TV Everywhere,’" said Gary Zenkel, President, NBC Olympics. "It has provided cable, satellite and telco customers with the ability to watch the Games where and when they want via multiple devices."
In-Home Auto-Verification allowed devices of cable subscribers of Comcast Xfinity, Cox Communications, Cablevision's Optimum TV and Midcontinent Communications (Midco) to be automatically verified when used within the customers’ homes. These providers recognized the device’s IP address and cross-referenced those addresses with subscriber accounts to automatically verify video subscriptions.
Temporary Pass was also an innovative solution and key driver of ‘TV Everywhere’ usage and consumption. Customers were issued a temporary 30-minute pass upon their first visit during the Olympic Games, allowing them the ability to watch the event they wanted and verify their subscription at a later time; 5-minute passes were granted on subsequent days.
SET-TOP-BOX/VIDEO ON DEMAND USAGE:
NBCUniversal made Olympic highlights and full-event rewinds available via its distributors’ Video-On-Demand service in addition to a digital figure skating show called "Olympic Ice," delivering the following:
OTHER INNOVATIVE FEATURES: