Currently, more than half of American Over-the-Top (OTT) subscription households subscribe to multiple video streaming services. According to Parks Associates, this proportion was only 20% in 2014. The research claims that 81% of these multi-OTT homes use Netflix and any other additional service, or a combination of services such as Amazon or Hulu.
Brett Sappington, Senior Director of Research at Parks Associates said, “A common assumption is that consumers who pay for multiple subscription OTT video services would not need to, or have time to, use free OTT video service options. Yet, we find the opposite to be the case.”
Among other results, only 30% of households subscribe to one subscription service, use at least one free, ad-supported online video service. That number jumps to 47% of households subscribing to three subscription services and 63% if a household subscribes to five or more services. Overall, Parks claims that 69% of US broadband households subscribe to at least one OTT video service.