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.
Mobile payment apps have gotten off to a slow start and there have been conflicting analyses of their market potential. For instance, customer use of digital wallets stalled in the past year because t...
Voice’s resurgence seems counter-intuitive. The technology first boomed in the 1990s with voice prompters in customer call centers – not always a satisfying experience as the prompters many times rout...
New research by streaming tracker Parks Associates predicts the amount of revenue lost to piracy and password sharing will increase 38% to $12.5 billion over the next five years. While it is seldom...
But what makes Spain unique in Western Europe is that about half of households have broadband but not pay TV, one of the highest internet-only household rates in Europe, according to research firm Par...
