TV Everywhere (also known as authenticated streaming or authenticated video on-demand) refers to a type of American subscription business model where access to streaming video content from a television channel requires users to "authenticate" themselves as current subscribers to the channel, via an account provided by their participating pay television provider, to access the content. Under the model, broadcasters offer their customers the ability to access content from their channels through internet-based services and mobile apps—either live or on-demand, as part of a subscription to the service. Time Warner Cable first proposed the concept in 2009; in 2010, many television providers and networks began to roll out TV Everywhere services for their subscribers, including major networks such as TBS and TNT (whose owner, Time Warner, was an early supporter of the concept), ESPN, and HBO among others. Broadcast television networks have also adopted TV Everywhere restrictions for their online content, albeit in a less broadly than their cable counterparts. Television providers and broadcasters have touted the advantages of being able to access content across multiple platforms, including on the internet, and on mobile devices (such as smartphones and tablet computers), as part of their existing television subscription. Upon its establishment, the TV Everywhere concept received criticism for being difficult for end-users to set up, while media activists have criticized the concept for being a paywall that extends the existing oligarchy of the subscription television industry to the internet, and considering it to be collusion against cord cutters—those who drop cable and satellite entirely in favor of accessing content via terrestrial television, the internet, and subscription video on demand (SVOD) services.
Rationale TV Everywhere services were developed in an attempt to compete with the market trend of cord cutting, where consumers drop traditional pay television subscriptions in favor of accessing TV content exclusively through over-the-air television and/or online on-demand services, including Hulu, Netflix, YouTube, and other sources. Authenticated streaming and video on-demand services allow traditional television providers to directly compete with these competitors, and add value to existing television subscriptions in an effort to retain subscribers. In particular, broadcasters and providers have emphasized the use of TV Everywhere services to allow multi-platform access to their content, on devices such as personal computers, smartphones, tablets, digital media players, and video game consoles.
History
Precursors ESPN first introduced a TV Everywhere-like concept with ESPN360, a service which allowed users to stream sports programming from its networks either live or on-demand through a website. However, access to ESPN360 was restricted to the users of internet service providers who had negotiated deals with ESPN to offer the service; a model closer in nature to cable television carriage. Similar tactics were soon used by several other channels, such as NFL Network (who used the technique to restrict access to its Game Extra service for Thursday Night Football) and Epix (an early pioneer of the concept for the premium cable industry). David Preschlack, ESPN's executive vice president for affiliate sales and marketing, foresaw a future in the model, believing that access to exclusive content would soon play a greater role in competition between high-speed internet providers. However, the model was deemed a violation of the principles of net neutrality by some critics.
Introduction and adoption In 2009, Time Warner Cable announced an initiative known as TV Everywhere, a set of principles "designed to serve as a framework to facilitate deployment of online television content in a way that is consumer friendly, pro-competitive." The concept would enable users of their respective cable television services to access live and on-demand online content from channels that they subscribe to by using an account-based authentication system. TWC CEO Jeffrey Bewkes believed that the TV Everywhere principles were "good concepts" "likely to be the general direction for all TV networks and all the distribution connections that are out there." That summer, both TWC and Comcast began trials of services based on the system; Turner Broadcasting was an early supporter of the system, providing access to TBS and TNT content as part of the trials. Comcast officially launched a public beta of its TV Everywhere-based portal, Xfinity Fancast, in December 2009 for all double-play television and internet customers. Afterwards, other providers began to follow suit. In 2010, broadcasters and television providers began a wider roll-out of TV Everywhere-based services; for the 2010 Winter Olympics, NBC Sports offered live and video on-demand access to events throughout the Games that required users to authenticate for access. Also in February, HBO launched HBO Go, a video on demand service exclusive to HBO subscribers on participating providers. In September 2010, Disney would begin launching an array of TV Everywhere-based services, including WatchESPN (a successor to ESPN360 offered to ESPN television subscribers), and similar apps for Disney Channel and Disney XD. In August 2011, Fox became the first over-the-air network to restrict on-demand access with a TV Everywhere-based system; "next day" on-demand episodes (either through its website or Hulu, itself a joint venture between Fox, NBC, and ABC at the time) would only be available online to users authenticating themselves as a subscriber to a cable or satellite provider, or those who subscribe to the Hulu Plus service. All other users would be subject to an eight-day delay. On September 1, 2011, fellow Fox property Big Ten Network (a college sports network dedicated to the Big Ten Conference, operated in partnership with Fox Sports) also launched a TV Everywhere service known as BTN2Go.
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