37% of US broadband households regularly use transactional services for OTT video, such as online video rentals and downloads, according to Parks Associates.

The vast majority of consumers making these a la carte purchases also have a streaming video subscription, emphasizing the potential role of transactional services to supplement subscription OTT. For example, approximately two-thirds of Amazon Prime Instant Video subscribers also rent or purchase titles through the service, and their average expenditures are increasing. By contrast, expenditure on downloads among Netflix subscribers is decreasing.

From the article "Amazon Prime Instant Video subs also buy and rent."

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