The research set out to identify research identifies consumer adoption of multiple OTT service subscriptions as key to future growth and its top-line finding was that more than 85% of millennials in US broadband households subscribe to at least one OTT video service. The trend was also found to be visible, though less pronounced, among the other generations as well. OTT service penetration among Baby Boomers and older generations grew more than 10% between the two groups as a whole from 2016 to 2017.

“Overall penetration of subscription OTT video services among millennials has topped out, suggesting that those households that want such a subscription already have one or more. The more interesting and important question is how many subscriptions they will keep,” said Brett Sappington, senior director of research, Parks Associates and OTT Video Market Tracker author. “More than one-fourth of millennials subscribe to three or more OTT services, and more than 50% subscribe to at least two.”

“For consumers, self-aggregating content is simply part of the entertainment experience, particularly millennial households," added Parks Associates researcher Hunter Sappington. “Their evaluation criteria for services, and brand loyalty, differs from that of previous generations. To take advantage of this self-aggregation trend, providers need to understand the evaluation criteria consumers use for their OTT services, which can vary from household to household.”