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.
Wearable cameras such as the GoPro may be advertised as the must-have audio-visual accessory for extreme sport thrill-seekers, but according to new research, their most common uses are much more munda...
This move brings Amazon's video service into more direct competitor with services like Netflix and Hulu. But a little simple math shows that it actually isn't a great deal unless you plan on cancel...
Pay-TV operators are seeing a "slow erosion of the core business," analyst Brett Sappington at Parks Associates said. "After years of attempts to be more than just a 'dumb pipe,' pay-TV operators h...
"Over 70% of voice-recognition users are satisfied with the experience of using this solution on their smartphones, which is driving experimentation with this functionality on other platforms, includi...
