Sixty percent of pay-TV subscribers, or nearly half of U.S. broadband households, are interested in streaming movies and TV shows from an online video service as part of their pay-TV subscriptions, according to new consumer research from Parks Associates.
Rather than doubt OTT’s permanence as in the past, pay-TV providers are starting to respond to the demand: The number of pay-TV subscribers who receive online video services has jumped nearly 50% in a year.
“In late 2019, the market reached the crossover point where the same percentage of U.S. broadband households subscribed to an OTT service as subscribed to a pay-TV service, and now OTT adoption outpaces pay TV by double digits,” points out Kristen Hanich, senior analyst for the market research firm.
Presently, 79% of pay-TV households also have OTT subscriptions.
From the article "60% Of Pay-TV Users Want Subs To Include Streaming Content From Online Video Services" by Karlene Lukovitz.
"User experience defines the operator's video services for consumers," said Brett Sappington, senior director of research at Parks Associates in a statement. "Every pay-TV service and streaming video...
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