That Fox feels compelled to award one lucky winner $25,000 — simply for logging on to watch its TV programming online or via a mobile app — reflects the pay-TV industry’s ongoing struggles to boost TV Everywhere usage. The model is designed to reinforce the value of pay-TV subscriptions, which have increased in price in recent years even as a wealth of other Internet-video options have proliferated.
Fox Networks’ second “Stream It and Dream It” sweepstakes will run for three weeks, from Feb. 16 through March 8. Viewers who sign in to any of the five Fox Networks apps and verify their subscription using their pay-TV provider credentials will receive a promotion code that can be entered at StreamItandDreamIt.com for a chance to win $25,000. In addition, consumers who don’t have pay-TV login credentials will be able to access the content using a limited temporary pass.
Comcast and Time Warner launched the first “TV Everywhere” initiative back in 2009. But even though numerous networks and pay-TV operators now offer Internet-video services, most subscribers still don’t use them: A recent study by HUB Research, commissioned by the Cable & Telecommunications Association for Marketing, found that only about 40% of pay-TV customers use TVE websites and apps at least once per month.
Networks and pay-TV providers want to drive up usage of TV Everywhere service because people who do use them are less likely to cut the cord: 73% of all TVE users say that having TVE available makes them “feel more positive” about their TV provider, according to HUB Research. Moreover, 84% of frequent TV Everywhere users said they expect to still have pay-TV service in one year (compared with 66% of non-users).
Fox Networks’ TV Everywhere services include Fox Now, FXNow, Nat Geo TV, BTN2Go, and Fox Sports Go. The company said it will promote the “Stream It and Dream It” sweepstakes across its multiple properties, including Fox Broadcasting, FX Networks, Fox Sports 1, BTN, regional sports networks, the National Geographic Channel and Nat Geo Wild, to reach more than 100 million U.S. pay-TV homes. Fox Networks launched its first “Stream It and Dream It” sweepstakes in the fall of 2014.
In promoting the TVE sweepstakes, Fox called out programming currently available through its authenticated services. That includes past episodes of Fox’s “Empire” in advance of the third season premiere on March 30; FX’s “Baskets,” starring Zach Galifianakis and “The People v. O.J. Simpson: American Crime Story”; and “Wicked Tuna” and “He Named Me Malala” on Nat Geo TV. Fox Sports Go will offer live coverage of NBA games; NASCAR, including the Daytona 500 live; plus UFC and professional soccer, while BTN2Go will feature live college basketball, ice hockey and volleyball games.