40% US broadband homes have 2 OTT subscriptions

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Parks Associates research finds nearly 40 per cent of US broadband households now have at least two OTT video service subscriptions. The research firm notes that consumers have reached a new stage in connected entertainment where OTT is a standard source of video and viewers are more willing to experiment with multiple OTT services.

“Every product or service has a natural market lifecycle that reflects the state of adoption, competition, and market development,” said Brett Sappington, Senior Director, Research, Parks Associates. “OTT video is no exception, with services evolving to keep up with a fast-moving market. Netflix, Amazon, Hulu, and other players have moved from simple subscription-based services to creators of award-winning original content such as House of Cards, Manchester by the Sea, and The Handmaid’s Tale.”

According to Parks Associates research, 50 per cent of US broadband households watch long-form online video content on a connected TV set. The international research firm also reveals:

  • 69 per cent of US broadband homes have an OTT subscription; 38 per cent have two or more subscriptions.
  • Households that subscribe to three or more internet video services is one of the fastest growing segments in the US OTT space, increasing from 10 per cent of broadband households in 2016 to 15 per cent in 2017.
  • In the past 30 days, nearly one-half of US broadband households have accessed video content from a subscription OTT service; 31 per cent accessed free content.

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