Findings from market research and consulting company Parks Associates indicate that 37 per cent of US broadband households regularly use transactional services for OTT video, such as online video rentals and downloads. The vast majority of consumers making these à la carte purchases also have a streaming video subscription, emphasising the potential role of transactional services to supplement subscription OTT.

From the article "37% of US broadband homes use transactional OTT."

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