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CNBC Android users can finally stream TV programming on app

NBCUniversal?s business news channel CNBC has redesigned its Android application with a focus on the new TV Anywhere feature to better reach  more viewers who are strapped for time. 

More media companies are turning to on-demand viewing features for untethered mobile devices. This has become a staple in the entertainment and news industry and companies who choose not to jump on board are cutting off a large consumer audience. 

"TV Everywhere is changing the way the largest media operators view Over-the-Top video, it?s now a part of the business, not just an external threat," said Simon Jones, vice president of marketing at Conviva, San Francisco. "Now the challenge is delivering high-quality TV content over the Internet, so that those large subscriber bases maintain their brand loyalty.

"Delivering to viewers? expectations requires an iterative publishing process, which keeps pace with the proliferation of devices, the speed at which platforms evolve and the continued growth in bandwidth availability," he said. "Missing viewer experience expectations results in swift consumer abandonment, putting at risk the investments made by operators to create sustainable, profitable businesses."

This is just one aspect of NBCUniversal?s push to integrate live streaming and video players on mobile. 

Data has shown that CNBC video consumption through the app is up 20 percent in the past year making this a clear next step for the channel. This redesign for Android gives users direct access to daily news and primetime programming throughout the day. 

Full episodes of popular primetime programming are available for anywhere streaming along with video clips of news programming such as Mad Money with Jim Cramer. 

Breaking news updates to the app throughout the day as well. Users can also take advantage of the ?My Stock? function that allows users save their favorite stocks to pay attention to. 

In addition stock quotes and interactive charts can be streamed through mobile in real-time. 

CNBC is focused on creating a seamless and integrated experience for the user much like other mobile thinking brands. Not having an optimized and issue-free interface is a sure way to loose potential consumers. 

The re-launch of the app allows users to switch between full episodes, clips and news.

Live streaming is also something very important in the media world today. A CBS Interactive executive explained at Mobile Marketing Day 2015 that its CBS All Access on-demand service had one of its most profitable days due to live streaming this year's Grammy Awards (see more).

"TV Everywhere enables broadcasters to build a new revenue stream through OTT content, while protecting today?s business model, which is a combination of both re-transmission fees and advertising dollars," said Mr. Jones. "While direct-to-consumer offerings might be the greatest opportunity in the long term, working with the current ecosystem is fundamental to transitioning to an all OTT environment.

"Android is the toughest platform to manage, OpenSignal identified more than 18,000 distinct devices in 2014," he said. "Delivering to maximum effect will require automation, trying to tune experience to each individual?s set of circumstances is sufficiently complex that manual adjustment along is necessary but insufficient."

Final Take
Brielle Jaekel is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York