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More than 50 percent of US broadband households now use paid over-the-top (OTT) video services, either subscription or transaction, according to new research from Parks Associates. Among consumers 18-24, 37 percent say online video is their most important video source. The research additionally shows that 45 percent of US broadband households subscribe to a paid online video service, with younger consumers such as Millennials more likely than older consumers to use OTT services. Online video is also considered the most important sources of video among all US broadband households. More than 40 percent of US broadband households selected online video as one of the top three important sources of video, versus 25 percent for rented DVDs or 13 percent for owned Blu-ray discs.