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.
Research published by analyst firm Parks Associates last month revealed that two thirds of U.S. consumers who are likely to switch carriers in the next year felt access to Wi-Fi as part of their mobil...
Voice’s resurgence seems counter-intuitive. The technology first boomed in the 1990s with voice prompters in customer call centers – not always a satisfying experience as the prompters many times rout...
Nearly a quarter (23%) of Millennial heads of household are OTT only households, higher than the national average of 15% among all U.S broadband households. Parks Associates analysts also note that...
You would probably guess right if you were asked “What are the top three digital video subscription services?” They are 1. Netflix 2. Amazon Video and 3. Hulu. No surprises there. But what about numbe...
