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Finding OTT's Tipping Point: Three Factors Could Push It Past Pay-TV Subscriber Totals

The evolution of content distribution and the consistent growth of over-the-top (OTT) streaming generates industry predictions of the inevitable decline and fall of pay TV. As video ecosystems collide, the industry remains in a state of great change.

While streaming continues to grow, the number of pay-TV subscriptions in the U.S. is expected to remain relatively stable and to continue to grow elsewhere in the world. While media coverage focuses on cord cutting, the impact has been minimal thus far. Total pay-TV subscriptions in the U.S. are expected to decline by 0.3 percent between 2015 and 2019. To some extent, the actual number of subscriptions will be propped up by increases in the number of pay-TV households, although the actual penetration is expected to decline from 83 pereent in 2015 to 80 percent in 2019.

From the article "Finding OTT's Tipping Point: Three Factors Could Push It Past Pay-TV Subscriber Totals" by Barbara Kraus. 

Previously In The News

Average Video Viewing Time Rises to 43.5 Hours Per Week in the US; Do Streamers Need More Phone-Specific Content?

New data compiled and analyzed by Parks Associates shows that average video viewing time in households in the United States has risen to 43.5 hours per week across all devices, but its numbers also sh...

Video Viewing Rises Significantly in U.S. Internet Households

U.S. Internet households now consume an average 43.5 hours of video per week across all viewing devices. That’s an increase of more than six hours in 2020, when the average was 37.2 hours, according t...

U.S. Video Consumption Tops 43 Hours Per Week

U.S. internet homes are now viewing 43.5 hours of video per week across all devices, up by more than 6 hours since 2020, according to a new study from Parks Associates. “Video-viewing households re...

Frndly TV Adds Local Stations to Streaming Lineup in 6 Markets

Last month, Parks Associates found that Frndly had the highest customer loyalty among vMVPDs. From the article, "Frndly TV Adds Local Stations to Streaming Lineup in 6 Markets" by Jon Lafayette

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