Parks Associates: 15% of pay-TV subscribers say they are likely to subscribe to new, alternate OTT service

Today Parks Associates announced its partnership with NAB Show to host the Super Session Constant Cravings - Using OTT to Win the Next Generation of Viewers at the 2015 NAB Show on April 13 in Las Vegas. The session, with executives from CBS Interactive, Vubiquity, Discovery Communications, and Parks Associates, features an in-depth discussion of the challenges, opportunities, and threats for over-the-top (OTT) video and pay-TV providers.

Research from Parks Associates shows that U.S. broadband households with young heads-of-household or pay-TV subscriptions are more likely than U.S. broadband households with older heads-of-household or with no pay-TV subscription to subscribe to new, alternate OTT services such as HBO Go or CBS All Access services.

• Among millennials, 21% are likely to subscribe to one of the new OTT options, compared to 19% from Generation X, 7% of baby boomers, and 5% of “mature” subscribers.
• Among U.S. broadband households with a pay-TV subscription, 15% are very interested in at least one OTT service, compared to 9% of households without a pay-TV subscription.

“Demand for OTT services is higher among millennials than other age groups, and it is notably higher among existing pay-TV subscribers than among households without pay-TV subscriptions,” said Brett Sappington, Director of Research, Parks Associates. “Consumers have many new choices for their video entertainment, and both new and traditional video providers have opportunities to build incremental revenue from OTT services.”

The Super Session, moderated by Alan Breznik, Cable/Video Practice Leader at Light Reading, will be held Monday, April 13, 10:30 a.m. – 12 p.m., in Room S222 of the Las Vegas Convention Center. Panelists include:

• Darcy Antonellis, CEO, Vubiquity
• Marc DeBevoise, GM and SVP of Entertainment, CBS Interactive
• Rebecca Glashow, SVP, Digital Media Distribution, Discovery Communications
• Brett Sappington, Director, Research, Parks Associates

“Over-the-top video services are creating new options for consumers as well as challenges and opportunities for content providers,” said Chris Brown, NAB executive vice president of Conventions and Business Operations.   “This super session will provide in-depth analysis of this trend and examine how the market is evolving to meet consumer demands.”

For more information on Parks Associates’ research, visit www.parksassociates.com or call 972-490-1113. To schedule an interview with Brett Sappington, contact Holly Sprague at [email protected], 720.987.6614.

About NAB Show

NAB Show, held April 11-16, 2015 in Las Vegas, is the world's largest electronic media show covering the creation, management and delivery of content across all platforms. With more than 98,000 attendees from 150 countries and 1,600+ exhibitors, NAB Show is the ultimate marketplace for digital media and entertainment. From creation to consumption, across multiple platforms and countless nationalities, NAB Show is home to the solutions that transcend traditional broadcasting and embrace content delivery to new screens in new ways. For complete details, visit www.nabshow.com. 

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. https://www.parksassociates.com
 

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