By mid-2011, TV Everywhere services will be available to 81% of U.S. and Canadian pay-TV subscribers through their current service provider, according to Parks Associates’ report TV Everywhere: Growth, Solutions, and Strategies.

U.S. TV service providers in particular have moved aggressively as consumer data show multiscreen services can help reduce churn and attract younger subscribers. Nearly 40% of U.S. broadband consumers ages 18-34 find TV Everywhere very appealing. Globally, service providers are expanding their multiscreen services due to competition from online video sources, the entrance of other operators, and the dramatic increase of online and mobile video usage over the past three years.

“Service providers realize they need to be the consumer’s primary source of video content on all platforms,” said Brett Sappington, Senior Analyst, Parks Associates. “In North America and Western Europe, TV Everywhere has moved rapidly from a handful of offerings to widespread availability. Today, operators from all sectors, telco, cable, and satellite, now offer online access to VOD or live TV, with several adding support for smartphones and tablets."

In North America, Comcast has been an early leader, launching Fancast Xfinity TV in December 2009. In Western Europe, 40% of subscribers can receive a multiscreen service from their current pay-TV provider. Innovative providers include Sky, Ziggo, and Orange.

Twelve percent of pay-TV subscribers in Eastern Europe can receive a TV Everywhere service from their current provider, with many operators deploying this feature as part of new IP-based systems.

Parks Associates will address these key issues at CONNECTIONS: The Digital Living Conference & Showcase, June 28-30 in Santa Clara.