49% of US broadband households have four or more OTT service subscriptions according to new research by Parks Associates. 10,000 broadband households were surveyed during the 3Q of 2021 and the study found that nearly 50% have four or more OTT service subscriptions, which is a 3% increase from Q1.
“Parks Associates’ latest research validates consumer demand for greater flexibility,” said Matt Smith, VP, Business Development, Symphony MediaAI. “Free, live, and aggregated services such as vMVPD bundles and AVOD are rising in popularity. Historically effective acquisition tactics such as free SVOD trials have fallen out of favor with Disney, Netflix, and other market leaders. As industry service models shift, content providers must navigate even more fragmented revenue streams and customer engagement strategies.”
The study comes on the heels of the Future of Video: OTT, Pay TV, and Digital Media conference. Sponsored by Everise, Comcast Technology Solutions, Symphony MediaAI, Deltatre, Brightcove, Future Today, Bitmovin, and Metrological, the Future of Video conference brings together industry leaders to share and focus on key video entertainment trends, including hybrid business models, consumer engagement strategies, and new partnerships. Future of Video will take place on Wednesday, December 15.