Published December 6th, 2017
More than 50% of US OTT subscription households subscribe to multiple OTT video services, according to Parks Associates.
Of these multi-OTT households, 81% use Netflix plus some other service or combination of services, typically Amazon or Hulu.
“Not only are more households subscribing to OTT video services than ever before, but also the average number of subscriptions per household is increasing as well. The OTT video pie getting bigger, and it is getting deeper as well,” said Brett Sappington, senior director of research, Parks Associates.
“What we are seeing is consumers adding to the number of sources that they use to access interesting content. This growth is critical. It means that video services do not necessarily have to displace a Netflix or other large service in order to gain market share. Services can potentially find success as a complementary offering as well.”
“A common assumption is that consumers who pay for multiple subscription OTT video services would not need to, or have time to, use free OTT video service options. Yet, we find the opposite to be the case. Only 30% of households subscribing to one subscription service use at least one free, ad-supported online video service,” Sappington said.
“That number jumps to 47% of households subscribing to three subscription services and 63% if a household subscribes to five or more services.”
Parks Associates’ OTT Video Market Tracker has research services for North America and Europe to track the content offerings, business strategies, and subscription numbers for OTT services in these regions. Additional data from these services include: with the exception of Netflix and Amazon Prime, OTT services are experiencing churn rates exceeding 50% of their subscriber base. 69% of US broadband households subscribe to at least one OTT video service (3Q 2017). More than 50% of US broadband households that use OTT services subscribe to multiple OTT video services, compared to 20% in 2014.
Source: Broadband TV News
Mar 27, 2017
Total TV usage was down 4.2% on a total day basis for 18-49 viewers, with English-language broadcast networks losing 10.3%, according to Pivotal Research Group.
Ad-supported cable networks accounted for a 40.7% share (down from 43.3 a year ago); English broadcast network usage now accounts for 19% (versus 20.4% a year ago); and video game console usage, 9.2% share (8.7% in February 2016).
National TV commercial (C3) impressions among 18-49 dropped 7.2%, with prime time down 4.8%.
Pivotal says total national TV advertising loads in minutes per hour were up to 10.8 from 10.6. Viacom networks commands the largest 18-49 C3 commercial share -- at 15.3%. NBC Universal is next at 13.6%; Time Warner, 12.2%; 21st Century Fox, 10.5%; Disney-ABC Television, 8.6%; Discovery Communications, 6.8%; Scripps Networks Interactive, 5.4%; CBS, 5.3%; and AMC Networks, 4.0%.
Sep 06, 2018
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Dec 11, 2017