The research, from Parks Associates, also found that more than 25% of households use two or more services.
"Despite impressive penetration, growth of US OTT services has slowed recently, indicating the overall market for SVOD service might be saturated," said Glenn Hower, research analyst at Parks Associates.
Parks research also found that Netflix continues to dominate the OTT space, with 43% of US broadband households subscribing to its service. But after Hulu and Amazon, with 19% and 17% respectively, penetration of OTT services drops drastically.
"However, with new niche services emerging that focus on targeted content and audiences, there is still room for growth in the space," added Hower.
From the article "Most US broadband homes now watch OTT monthly" by Michelle Clancy.
A solid majority — 83% — of U.S. internet households now subscribe to at least one OTT service, according to new consumer research from Parks Associates. Meanwhile, 45% still subscribe to a tradi...
Twenty-three percent of respondents also said that they thought piracy was “OK,” a jump from 14% in 2019, when the streaming market was less saturated, according to MediaPost’s reporting of Parks...
According to Parks Associates, it only gets worse from here. In its 2022 “OTT Streaming Trends to Watch” white paper, their data shows that the average churn rate was 40% in 2020. Right now, the avera...
Apple TVs share of streaming devices in U.S. households remains at 15 percent edging Google’s Chromecast to take third place among the four major brands but is still being beat out by Roku more than t...
