Tuesday, January 27, 2015

Parks Associates Report: Broadband Households More Inclined to Cancel Pay-TV When OTT Available

It’s long been the dream of some consumers that, instead of buying a package of programming that includes a whole lot they don’t want, more a la carte — and cost-efficient — solutions would become available.

That’s backed up by a new Parks Associates video research study revealing that 17 percent of U.S. broadband households are likely to subscribe to an over-the-top (OTT) video service from HBO — and that at least half of the 91 percent who are also pay-TV subscribers would cancel their pay-TV package as a result.

The study, “Market Focus Consumer Segmentation: OTT Video Buyers,” comes with a Q4 2014 survey of 10,000 U.S. broadband households. Among its revelations? HBO OTT is creating complex and competitive challenges for all industry players, from Netflix to Amazon to pay-TV providers.

From the article "Parks Associates Report: Broadband Households More Inclined to Cancel Pay-TV When OTT Available" by Mike Randazzo.

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