A quarter of US OTT subscribers plan to upgrade their broadband service in the next 12 months, driving a new norm for the industry, says a study from Parks Associates.
In its assessment of the way in which over-the-top has become a mainstream play, and where leisure spend trends are headed, the research firm also found that only 7% of consumers who watch video exclusively on television plan to upgrade their pay-TV service in the next 12 months. This compares with the 22% of consumers with above-average viewing on all platforms, including computers and mobile devices.
"Evolving usage habits around multiscreen viewing are shaping all aspects of the industry, including service delivery, content production, and the devices consumers use to access content," commented Parks Associates director of research Brett Sappington. "Today, one-third of broadband households that own three or more connected devices state that they are likely to upgrade their broadband service in the next 12 months. These high-speed connections will enable improved experiences, encouraging consumers to spend even more time with connected entertainment."