Monday, November 16, 2015

Parks Associates Whitepapers Present New Strategies for Companies to Succeed in Connected Entertainment Industries

Leading research firm presents whitepapers focused on online advertising, OTT services, and cloud DVR

Parks Associates recently published three new whitepapers analyzing new trends in video consumption, including monetization through advertising, the benefits of cloud DVRs, and strategies to create differentiated OTT services. The firm reports nearly 60% of U.S. broadband households pay for an OTT video subscription. These whitepapers highlight changes in the video business and present new opportunities to monetize these new consumer habits.

“In examining OTT video services, virtualized service features, and advertising, we are touching upon three of the most critical trends in video services today,” said Brett Sappington, Director of Research, Parks Associates. “New services like Verizon’s Go90 and NBC’s SeeSo are entering the market, providing new competition for viewing and consumer spending. Operators worldwide are adding cloud DVR in order to offer unique services and derive new revenues. Advertising, a core business model for video, is undergoing industrywide change with the growth of online video, and new players are eager to establish broader roles in the advertising ecosystem. These areas are transforming consumption habits and the flow of revenues through the industry.”

These complimentary industry whitepapers are available to download at the Parks Associates website:

Unlocking the Ad Insertion Gold Rush, sponsored by Adobe, examines the shift in video ad buying, from buying content to buying audience, as well as strategic business considerations for companies considering their options for ad insertion.

TV Unlimited: How Cloud DVR Will Transform Video Services, sponsored by Cisco, analyzes how cloud DVR can improve profitability and competitiveness in video services by providing expanded storage and enhanced features to the consumer. It also looks at the movement of DVR functionality from TV-connected devices into the operator’s network.

The OTT Playbook, Part II: Keys to Building Momentum, sponsored by Ooyala and Vindicia, assesses how companies introducing new OTT services can survive. It also provides business models that help ensure survival in the crowded and highly competitive marketplace.

“U.S. broadband households watch an average of almost four hours of Internet video on a TV set each week,” said Glenn Hower, Research Analyst, Parks Associates. “Competition among the many different sources of video content has providers struggling to maintain market share. However, OTT and other disruptions have created new opportunities in content and CE industries to forge new revenue streams, including new advertising strategies and cloud services. As we conclude in our TV Unlimited whitepaper, in many ways, there has never been a better time to be in the video business.”

Parks Associates - OTT video viewing on TV sets

These and other complimentary whitepapers are available at For information on Parks Associates research, visit, or contact, 972-490-1113.

To schedule an interview with an analyst or to request specific research data, please contact Holly Sprague at

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media.

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