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Almost one fifth (18%) of UK broadband households have used paid-service Netflix in the last 30 days, compared to 20 percent who used the free ITV Player and 33 percent who used the free iPlayer to stream video programming, according to research from Parks Associates. Overall 58 percent of UK broadband households used a video streaming service or player within the past 30 days. The research shows that paid OTT video streaming services are now a fixture in the video entertainment market, and the fact that consumers are prepared to pay for subscription service shows a strong appetite for video.