Thursday, April 21, 2016

More than 70% of U.S. broadband households use Samsung, Vizio, LG, Sony, and Panasonic as their primary flat-panel TV

Average viewership on a television screen has remained steady at around 20 hours per week

New research from Parks Associates shows consolidation in the TV market, with more than 70% of U.S. broadband households using one of five brands—Samsung, Vizio, LG, Sony, and Panasonic—as their primary flat-panel TV. The research firm has released new consumer and industry research, including monetization strategies and trend analysis, on content services, OTT video and TV Everywhere services, and personalization services in entertainment.

“Average weekly consumption of video has increased among U.S. broadband consumers from 23.2 hours in 2010 to 28.8 hours at the end of 2015. Despite concerns that alternative screens would cannibalize TV viewership, average viewership on a television screen has remained steady at around 20 hours per week,” said Glenn Hower, Research Analyst, Parks Associates. “Consumers have instead turned to alternative screens such as smartphones and tablets for viewing that supplements what they watch on the big screen.”

Parks Associates - Households with mulitple OTT Services

Recently released industry reports include:

Context is King: Monetizing Consumer Data for Commerce examines the role of consumer data in mobile marketing and advertising and highlights the best practices of mobile marketing. It updates the five-year forecasts for U.S. mobile advertising and mobile commerce revenues.

Tracking Eyeballs: Monetizing Consumer Data for Commerce evaluates current tools for audience metrics in digital video, identifies key players in the audience measurement services industry, and assesses the future for digital video advertising and audience measurement.

OTT Video and TV Everywhere: Competition and Success examines the ongoing evolution of OTT video services, pay-TV services, and the video content ecosystem. In addition to global trends, success factors, and inhibitors, this report also assesses the future for the industry.

Recently released consumer research includes:

Pay TV and the Spanish Language Household analyzes the video consumption habits of bilingual Spanish-English households in the U.S., an increasingly important demographic segment. This analysis sheds new light on this unique consumer group, their adoption of technology and services, and their affinity for entertainment offerings.

Subscriptions and Churn in OTT Video Services analyzes the current subscription OTT video market in the U.S. as established players attempt to maintain market share and new players seek to gain customers. This analysis identifies methods of acquisition for customers, measures decision factors influencing subscription cancellation, and provides demographic analysis on cancellation decisions.  

Parks Associates will address the connected entertainment ecosystem, including research on digital media, content strategies, pay-TV and OTT services, and connected CE, at the twentieth-annual CONNECTIONS™ Conference, May 24-26, in San Francisco.   

For more information about Parks Associates research contact To schedule an interview with an analyst, contact Holly Sprague at

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media.

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