Meanwhile, the latest data from Parks Associates’ OTT Video Market Tracker confirm that while Millennials’ viewing consumption habits do differ somewhat from the broader population’s, they aren’t willy-nilly abandoning pay-TV options, at least for now.
Currently, 23% of Millennial heads-of-household use OTT only, versus just 15% of all U.S. broadband homes, according to the research.
However, 61% of Millennials subscribe to both pay TV and OTT services, also higher than the national average of 52%.
"Younger consumers are willing to subscribe to pay-TV service, provided the offerings align with their expectations," summed up Parks Associates research analyst Ruby-Ren. "In particular, Millennials show higher-than-average affinity for popular culture and premium movie channels, as well as programming for younger children."
From the article "New Insights On TV Everywhere, Millennials' OTT Habits" by Karlene Lukovitz.
Luring and keeping customers is becoming harder as the online streaming market gets more crowded and subscribers, freed from cable television's contract model, can cancel service with a click of the m...
That streaming service is one way AT&T wants to ensure that younger consumers will still flow its way. A study by research firm Parks Associates found that nearly a quarter of millennial households ju...
The number of households with a streaming player has quadrupled in the last five years, according to Parks Associates, but Apple trails Roku and Amazon in market share, and it seldom discounts its pri...
The smart home market is young, but it's growing rapidly as IoT makes its way into virtually every product that can benefit from some level of connectivity. Smart home device ownership in the United S...
