Advanced Television

Data: 87% of US homes have SVoD service

March 29, 2023

Parks Associates tracked 354 independent OTT services in the US in 2022, with its OTT Video Market Tracker revealing that 87 per cent of US internet households having at least one OTT subscription service.

“Despite the dominance of subscription OTT services, 44 per cent of households continue to watch some form of pay-TV, indicating that there is still interest in live/linear and ad-supported forms of content,” said Jennifer Kent, VP of Research, Parks Associates. “As consumers examine their finances out of fear of a recession, free streaming television continues to gain popularity. Savvy, ad-tolerant customers will view advertisements in return for cheaper solutions.”

Additional Parks Associates’ OTT video and entertainment data:

  • 40 per cent of US internet households share or use shared credentials, up from 27 per cent in 2019.
  • 63 per cent of US internet households own a smart TV.
  • Nearly half of OTT subscribers hop between services multiple times over a 12-month period.
  • 48 per cent of subscribers cited content or a specific program as the primary motivation to subscribe to a new service.

Categories: Articles, Consumer Behaviour, Premium, Research, VOD

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