New research about the US market reveals that among broadband households almost a quarter of those headed by millennials (23%) subscribe to television programming only via the Internet – that is, Over-The-Top (OTT) TV– which is more than the national average of 15%.
Market research firm Park Associates also found that 61% of millennials subscribe to both pay-TV and Internet television services, which is also higher than the 52% US average.
The OTT services market is very much an emerging one, according to Ruby-Ren Bond, a research analyst with Parks Associates.
“OTT services are experimenting with a variety of models in order to differentiate and find their niche within the crowded North American market, which has over 130 active OTT video services,” Bond said. “Start-ups and incumbents alike are experimenting in balancing content offerings, content costs, revenue generation and consumer appeal.”
The firm has also reported that Netflix is still the OTT leader in the U.S., with 52% of all US broadband households in 2015. Amazon Prime is next; 24% of its customers say they subscribe so they can stream videos (Amazon Prime membership offers other benefits, such as free shipping on merchandise orders). In third place is Hulu, with 14% of US broadband households subscribing.
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