Providing Market Intelligence for 40 Years

In The News

ATSC 3.0 Offers Way ‘To Pump New Life’ Into OTA TV, Says Parks Associates Analyst

One in five U.S. internet households owns a TV antenna, and 12% that don’t plan to buy one in the next six months, according to Park Associates’ new ”ATSC 3.0: Impact and Opportunity for Video Services” report.

"The percentage of antenna owners has remained steady over the last few years, creating a stable audience for broadcasters at a time when they are losing revenues from lost retransmission fees as consumers abandon pay TV for streaming services," said Alan Bullock, senior contributing analyst at Parks Associates. "ATSC 3.0 has the potential to pump new life into broadcast TV."

OTA reception offers a welcome refuge for many cord-cutters who have abandoned pay TV, which is demonstrated by usage. According to the report, TV antenna owners say they spend 6.4 hours a week watching OTA TV, approaching the 7.6 hours spent weekly consuming on-demand streaming video content.

Nearly 30% of antenna owners said they prefer OTA to watch live news, and about 20% prefer it to watch live sports, TV shows and movies, the report said.

The report points out that ATSC 3.0 could improve the viewing experience and attract new OTA views by enabling higher quality video, enhanced audio and interactive capabilities.

From the article, "ATSC 3.0 Offers Way ‘To Pump New Life’ Into OTA TV, Says Parks Associates Analyst" by Phil Kurz

Previously In The News

Voice Control for Connected Entertainment: Challenges and Opportunities

Smart speakers are becoming a more common platform for controlling connected entertainment due to a rapid increase in popularity and ease of use. Household penetration of smart speakers is expected to...

Study Finds Sports Is King Among Livestreamers

Events that are streamed live on the net are growing in popularity among internet households, especially live sports, according to a study released by Parks Associates. The report, “Livestreaming:...

The Future of Entertainment Services Authentication

A leading area of innovation is in adaptive authentication. This technology determines the level of authentication needed for a given interaction with a service. So, each interaction comes with a spec...

Password sharing could be costing SVODs billions each year

Password sharing is estimated to result in billions of dollars in missed revenue for both SVOD and pay-TV over time, and the problem is getting worse. For its part, the US cable industry is expected t...

Phone:
972-490-1113
Mailing Address:
2301 West Plano Parkway, Suite 210, Plano, TX 75075
Expertise
Smart Home: Management and Safety Consumer Electronics Connected Health and Wellness Broadband Small-to-medium Business (SMB) Connected Health
Services
Research Services: Custom and Consulting Research Projects Streaming Video Tracker Security Tracker Smart Home Tracker
Events
CONNECTIONS™ CONNECTIONS™ Summit/CES Smart Energy Summit Connected Health Summit Future Of Video Smart Spaces Upcoming Industry Events
Resources
Press Releases Analyst Blog Parks in the News Connected Consumer Podcast 
About Us
Overview Team Contact Us
Store
View Your Cart

Follow Us to stay informed

© 2023-2026 Parks Associates. All Rights Reserved. Privacy Policy

Design & Developed By Agency Partner Interactive