Streaming video may have reached a historic turning point, according to new research from The Consumer Technology Association (CTA).
The percentage of free or paid streaming video subscribers in the US – 68% – is now roughly equal to the share of pay TV subscribers – 67%, CTA reports.
In addition, viewers now spend about the same amount of time watching video on TVs – 51% – as they do on other devices such as laptops, tablets and smartphones – 49%.
“(W)e expect streaming subscribers to surpass paid TV services – and by a fair margin – in the next year or so.” — Consumer Technology Association’s Steve Koenig
“Today’s advancement of technology delivers ‘content convenience’ that results in cultural changes such as binge watching, second screen behavior, content recommendations, and the screens consumers use to consume video,” said Steve Koenig, senior director of market research, CTA. “And we expect streaming subscribers to surpass paid TV services – and by a fair margin – in the next year or so.”
The CTA report, The Changing Landscape for Video and Content, was conducted in October 2016 “via Internet web form to an online national sample of 1,000 US adults,” as well as using responses from an online focus group. You can download the report at CTA.tech/research.
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