Parks Associates, a research firm that tracks the connected home, found in a recent survey that one-third of U.S. broadband households use a free, ad-based streaming service, up from 24% a year earlier.
“Consumers are turning to ad-supported streaming services as subscription fatigue continues to settle in,” Brandon Riney, a researcher at Parks, told CNBC in an email. “When discussing attitudes regarding ads on these streaming services, more consumers are willing to endure the ads to watch the content than completely resisting them.”
“As the purse strings of OTT consumers tighten, there is tremendous opportunity for free ad-based services to thrive,” wrote Steve Nason, an analyst at Parks Associates, in a post in November. “A service can establish a foothold in this space by delivering a unique offering of high-quality content in an engaging advertising-based environment.”
From the article "Streaming wars will force media companies to choose between pricey subscriptions and ads" by Megan Graham.
Virtual multichannel video providers (vMVPDs) are now in 19% of U.S. broadband households--nearly double the saturation level as recently as 2019, according to Parks Associates data. Many house...
Apps will become the universal means for connecting interested parties, just based on nearly 1 million apps on the Apple and Facebook platforms. Consumers under 35 are increasingly ditching their brow...
Harry Wang, director of mobile and health products research at Dallas-based Parks Associates, said the digital fitness tracker is the fastest-growing category in the connected health device market, an...
"You have industries that weren't traditionally impacted by each other all colliding and trying to figure out how to benefit from this change, while at the same time trying to protect their existing c...
