New research from analyst Parks Associates has revealed the growing commercial clout of online video and OTT in particular Amazon Instant Video which is now a transactional hot spot.

The research found that just over a third (37%) of US broadband households regularly use transactional services for over the top video, such as online video rentals and downloads. The vast majority of consumers making these a la carte purchases also have a streaming video subscription, emphasising the potential role of transactional services to supplement subscription OTT. Approximately two-thirds of Amazon Instant Video subscribers also rent or purchase titles through the service, and their average expenditures are increasing. By contrast, expenditure is decreasing on downloads among Netflix subscribers.

From the article "Amazon gains edge over Netflix in transactional expenditure" by Joseph O'Halloran.

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