Broadcast is a top ‘ask’ for OTT streaming packages | Broadcast | News | Rapid TV News
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Seven in ten (71%) of the so-called ‘core streamers’ in the United States say that access to broadcast networks is one of the top features they value in a TV/video service.

horowitzIn the annual State of OTT 2016 study, Horowitz Research found that viewers who spend at least 20% of their TV/video viewing time streaming content and who represent 47% of the TV viewing universe (ie, core streamers) truly value broadcast content - along with access to cable entertainment (75%) and a wide variety of channels (74%).

Furthering the case for the value of broadcast, ABC, CBS, FOX and NBC are the networks most named as ‘essential’ networks, with each of the big four being named by between 44%-51% of respondents; 67% name at least one of the four. “Broadcast is alive, well, and continues to deliver value in today's fragmented ecosystem,” asserted Howard Horowitz, president of Horowitz Research.

Make no mistake: since 2010, the percentage of TV viewers who stream at least some of their TV content has risen from 15% at the beginning of 2010 to 57% in January 2016. “There is no denying that we are in an age of disruption,” Horowitz asserted. “What we see, though, are two trends happening in parallel. Viewers' love of television is growing and, simultaneously, streaming is becoming increasingly commonplace. People are not moving to streaming for the sake of wanting to stream. They are moving to streaming because they want more access to the great content they love, and this is a key opportunity area.”

Notably, 75% of core streamers who have a multichannel subscription report being interested in replacing it with an Internet-delivered, linear, skinny bundle of only their essential networks, at the right price, which translates to 22% of total TV viewers.

“The future is bright for streaming services that can combine the advantages of video access anywhere, the content available on linear TV channels — particularly broadcast networks — and the library of content and user experience of current online subscription streaming services, whether delivered by traditional multichannel players or the new OTT players that are coming to market,” Horowitz added.

The research dovetails with a study from Symphony Advanced Media that shows that streaming back-seasons has been found to have a positive impact on current broadcast TV shows. In fact, a gain of up to 11% of new viewers of the current season is earned in the early weeks a programme is on air, due to back-viewing.