More than half (55%) of US broadband households subscribe to an over-the-top (OTT) video service, up from 44% in 2013.
Recent research from Parks Associates finds thatfinds that, unsurprisingly, subscriptions are highest among households with a younger head-of-household, with 72% among ages 18-24 and 71% among ages 25-34 having an OTT service subscription.
"Consumers in key demographics have adopted OTT services in large numbers, and now both content companies and service providers need to develop the technologies and solutions to deliver high-quality video experiences to these subscribers," said Glenn Hower, research analyst at Parks Associates.
Interestingly, while OTT uptake continues apace, it's not necessarily translating into cord-cutting. Nielsen recently found that 93% of cable subscribers who also have a subscription video-on-demand VOD service are more likely to drop the SVOD than they are cable. A full 99% of cable subscribers who also had SVOD still had cable three months later.
"Cable may have a little more staying power than it's actually being given credit for recently," said Glenn Enoch, senior VP of audience insights for the measurement and data service at Parks Associates.