New research from Parks Associates shows on-demand video accounts for 49% of the video consumed on the TV, and it is already the majority, 60%, of TV video viewed by consumers 18-24.

Barbara Kraus, Director of Research, Parks Associates, said, "Growing consumer demand, alongside new OTT service announcements (delivery of media over the Internet without the involvement of a cable system in the control of distribution of the content) from HBO and CBS, is driving all players in the video ecosystem to add streaming capabilities to their devices."

From the press release "Imagination TV Signs National Distribution Agreement to Air Across Multiple Platforms Live and On-Demand."

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