Published November 14th, 2017
It may be no surprise to see Netflix, Amazon and Hulu maintain their position as the top guns in the US over-the-top (OTT) market, but research from Parks Associates has revealed that bubbling under the crucial three are now a number of interesting players.
Based on subscriber numbers, the researcher found that the top ten comprised Netflix, Amazon Video (Amazon Prime), Hulu (SVOD), MLB.TV, HBO Now, Starz, YouTube Red, Showtime, CBS All Access and Sling TV. Of most note is the velocity that the skinny bundles have gained in a short space of time. In addition, the HBO Now service has made particular progress.
Parks also noted that YouTube Red entered the top ten list during the past year, and the OTT services for premium channels Showtime and Starz moved up or entered the list. Skinny service Sling TV has maintained its strong growth from 2016, and MLB and WWE continue to lead in sports-related subscription OTT video services, with WWE sitting just outside the top ten.
“While the top three are no surprise, the big story over the past year has been the rapid subscriber growth for OTT video services from HBO, Showtime, and Starz,” said the Subscription Over-The-Top (OTT) Video Services In The US Market report author and Parks Associates senior director of research, Brett Sappington. “The combination of recognised brands and popular original content is driving demand for their offerings. Services such as Sling TV and Crunchyroll are still enjoying strong growth, but other services have simply grown at a faster rate over the past year.”
The research also found that online pay-TV services were also growing quickly, fueled by advertising campaigns across the US. “YouTube TV’s advertising and sponsorship deal with MLB during the recent World Series is just one example of the marketing dollars behind these service offerings,” Sappington added. “While more online pay-TV services could enter the top ten within the next year, those services that comprise the top ten are recognised brands that are aggressively working to expand their subscriber bases. Displacing them will be a difficult task.”
Looking to future trends Parks Associates noted that operators and OTT video services were working together in promotions, OTT service distribution and bundling, integration into the set-top box, zero-rating of video in data services and billing. OTT services were also partnering with each other for distribution and bundling, service promotion, improved brand awareness and content licensing.
“Consumers have a variety of choices and are increasingly self-aggregating multiple OTT video services,” the analyst concluded. “As a result, partnerships within the OTT space are becoming more common, as operators, content owners, and OTT service providers all look to gain an edge in attracting subscribers and generating buzz for their offerings.”
Source: Rapid TV News
Over-the-top video services have overtaken TV set-top boxes as the primary place where consumers watch their favorite shows, according to the 2017 ”Conquering Content” study from Hub Entertainment Research.
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More Americans are using more devices, regardless of age. Which age group is most keen on what varies and could have a profound effect on the future of devices.
In general, smartphones are the most pervasive technology measured among all age groups, according to new data from measurement company Nielsen, which tracks American households that have TVs.
Seventy-three percent of people aged 2 to 20, known as Generation Z, have video game consoles, 7 percentage points more than the next-most-likely gamers, millennials. Generation Z is also fondest of tablets, with 78 percent having one in their homes. But as Gen Z is still so young, it’s possible they’ll lessen their video game and tablet habits as they grow up. People between 2 and 20 account for 26 percent of Americans and is the most racially diverse age group.
Millennials (age 21-37) are the most likely to have access to video-on-demand services like Netflix. Relatedly, they’re most likely to own multimedia devices — technology like Chromecast or Apple TV that streams online content onto TVs.
PCs are most popular among Generation X (age 38-52), 85 percent of whom have one in their homes.
The only device measured that saw substantial declines among all age groups was, unsurprisingly, DVD players. Still, DVD players are available in 62 percent (millennials) to 81 percent (boomers, age 53-70) of households.
Smart TVs and multimedia devices are the least pervasive gadgets among all age groups, but they’re still relatively new. They also have very high growth rates (24 percent to 31 percent year over year).