The research firm said that roughly two thirds of Amazon Prime Instant Video subscribers also rent or buy titles through Amazon, with the “vast majority” of SVoD customers also making a la carte purchases.

“Subscription services are the most popular form of OTT video, but a transactional service that offers a wide selection of titles and easy-to-use controls can score with consumers and create new revenues,” said Barbara Kraus, director of research, Parks Associates.

From the article "Almost two fifths of US broadband homes use transactional VoD."

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