Meanwhile, the latest data from Parks Associates’ OTT Video Market Tracker confirm that while Millennials’ viewing consumption habits do differ somewhat from the broader population’s, they aren’t willy-nilly abandoning pay-TV options, at least for now.
Currently, 23% of Millennial heads-of-household use OTT only, versus just 15% of all U.S. broadband homes, according to the research.
However, 61% of Millennials subscribe to both pay TV and OTT services, also higher than the national average of 52%.
"Younger consumers are willing to subscribe to pay-TV service, provided the offerings align with their expectations," summed up Parks Associates research analyst Ruby-Ren. "In particular, Millennials show higher-than-average affinity for popular culture and premium movie channels, as well as programming for younger children."
From the article "New Insights On TV Everywhere, Millennials' OTT Habits" by Karlene Lukovitz.
The latest Parks Associates study is out, and it has more bad news for traditional pay TV companies. Once again, satellite and cable companies are seeing losses. And it’s not just streaming services t...
New Parks Associates research shows the importance of brand preference in consumer electronics purchase decisions, revealing that 71 per cent of buyers last year considered only one brand when making...
In a world where selling a home is already hindered by the economy and a generation that is hesitant to buy, smart home technology is making things even harder. According to Coldwell Banker Real Es...
Earlier this year, Parks Associates published a study highlighting that the number of paid OTT video subscriptions in Europe is still lagging behind the U.S. For instance, while 64 percent of U.S. bro...
