One-Quarter of Millennial-Led Households Are OTT-Only: Parks
In a troubling sign for the pay TV industry, research from Parks Associates shows that 23 percent of millennial-led households are OTT-only. 美国.S. average is 15 percent for broadband-enabled homes, so this shows a willingness by young adults to cut the cord—or never sign up in the first place.
进一步, 61 percent of millennials subscribe to both pay TV and OTT services, which is higher than the national average of 52 percent. According to Park research analyst Ruby-Ren Bond, young adults have a higher-than-average appreciation for popular culture, 优质电影频道, 儿童节目.
看看OTT市场, Parks says that 60 percent of OTT video services require a subscription, and 64 percent of broadband-enabled U.S. households subscribe to an OTT video service (up from 59 percent last year).
Churn is high with subscription services: Roughly 20 percent of U.S. broadband-enabled homes cancelled at least one OTT video service last year.
Looking at how people access that video, Parks found that viewers don't stream as much video over gaming consoles as they used to.
“Gaming consoles were once the dominant platform for accessing online content, 但是今天, 只有32%的美国人.S. broadband households with at least one internet-connected CE device use their gaming console as their primary platform,芭芭拉·克劳斯说, 帕克斯研究中心主任. “Gaming consoles are still in the lead, but smart TVs are a close second at 28 percent, with streaming media players third at 26 percent.”
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