Research: 52% US homes watch OTT on Connected TV

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Parks Associates research finds OTT video services have transitioned back into the home’s living room, with a majority (52 per cent) of US broadband households now watching online video on a TV that is connected to the internet.

The 360 View: Digital Media and Connected Consumers report also finds that watching TV or movies at home is the most popular leisure activity among US broadband households, with 55 per cent selecting this among their top two favourite leisure activities.

“While the total number of hours consuming videos has declined, consumers are watching more internet video on the largest screen available,” said Billy Nayden, Research Analyst, Parks Associates. “The number of hours consumers report watching video on a TV increased for the first time since 2014, with connected devices enabling internet video services on TV and shifting consumers away from PC and mobile viewing. As OTT competition becomes a battle for the living room, the challenge for device makers and content producers is finding the correct product mix to maximise both profit and utility.”

“As consumers’ taste for OTT experimentation wanes, they will start to resist the push to add another monthly subscription to their households,” Nayden said. “Many providers are starting to lead with freemium and ad-based models, in anticipation of this pushback.”

Additional research includes:

  • 19 per cent of consumers subscribe to either Netflix, Hulu, or Amazon Prime Video and another OTT service, compared to 13 per cent in 2017.
  • Consumers watched 25.7 hours of video per week in 2018, down from 29.5 hours per week in 2016.
  • Local broadcast/channels and programmes are the most enjoyed type of programming.

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