Younger consumers are more likely to access OTT video services through an account paid by someone living outside the home, commonly adult children using their parents' account information after moving out of the house. Younger consumers also have a higher tendency to watch video online than their older counterparts, partially contributing to their tendency to swap credentials. Motivation to pay for legitimate services appears low, with one particular respondent in a Parks Associates study of college students admitting a preference to forego service completely if sharing a friend or family member's service was no longer an option.

From the article "Consumer frustration just one factor leading to video content piracy" by Glenn Hower.

Next: Competition, Consolidation, And… Cosmo? A Look At OTT's Year To Come
Previous: Kraus: Streaming media market competes for consumers' attention, dollars

Be the first to leave a comment.

Have a comment? Login or create an account to start a discussion.