"OTT" articles

Pay-TV subscriptions and revenues are on a continuous decline as consumers embrace OTT services. The research firm forecasts that traditional pay TV will decline to 76.7 million households by 2024, the lowest penetration in a decade and a 27% drop from 2014. Parks Associates estimates that approximately 35 to 40 new streaming services entered the market between March 2020, the beginning of the COVID-19 pandemic in the United States, and the end of 2021. More than half of US...

The smart TV is now the most important video consumption device in US households for a variety of reasons . Not only is it consumers’ most-adopted video device and their most favored as the primary device for watching video, it is also the device best able to collect data on consumers’ combined entertainment consumption behavior and serve them targeted advertising. The companies controlling the smart TV platforms in use today are thus in control of the most significant point...

Generally, consumers choose a pay-TV service that provides the most complete choices for their desired content, and this becomes their core TV service. Historically, traditional pay-TV services filled this role and were often the only choice consumers had. The relatively recent explosion of online video services offering consumers additional content, usually at a lower price point and without contracts, has created serious competition. Online pay-TV services enable...

Programmatic television advertising is growing more prevalent in the advertising industry. Using algorithms and computers, programmatic advertising is the practice of acquiring digital advertisements repeatedly. Programmatic advertising allows an organization to distribute its advertisements across a wide range of channels at its discretion. Additionally, it addresses the necessity for increased ad reach due to shifts in use habits among audiences. These advertisements are referred to...

In 2021, 80-82% of all US internet households subscribe to at least one streaming service and nearly half of all broadband households (49%) subscribe to four or more OTT streaming services, an increase of 18% in one year. Currently, only 57% subscribe to a traditional pay-TV service like AT&T or Comcast. This is a dramatic drop from almost ten years ago in 2012 when 87% of households subscribed to traditional pay-TV services. These enormous shifts in the video...

  Historically, live sports programming has driven viewership and ratings for linear networks. Live sports programming continues to migrate online as more sports media rights become available. Numerous streaming providers continue to outbid one another for the coveted sports media rights. Sports consumers do not want to miss "water cooler" moments with their favorite sports teams. Live programming has been viewed by 78% of sports streaming subscribers. Even if news is...

Parks Associates data from Q3 2021 shows that 34 million households watch ad-based OTT services. Advertising-based video-on-demand services (AVOD) offer a library of on-demand content users can access at any time, with advertisements interwoven at periodic intervals throughout the video stream. These ad-based models are a popular choice for consumers who are reluctant to pay for yet another OTT service. While ad-based models allow services to access a broader base of consumers than...

  With over 400 OTT streaming providers available to choose from in North America, consumers today are constantly barraged with an endless amount of entertainment options. Combined with inconsistent user interfaces across platforms and limited entertainment consumption time available, today’s video viewers are increasingly looking for a more simple experience. A Parks Associates study of  Home Service Bundles: OTT as a Value-Added Service , reveals that 59% of OTT...