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European markets offer a favourable environment for OTT adoption

With TV penetration to reach 73% of households in Central and Eastern Europe (CEE) and 69% in Western Europe (WE) by 2020, European markets have seen a high proliferation of connected devices, greater volume of online video catalogues and increasing pay.

According to Pyramid Research’s Digital Consumer Analyzer, the adoption of subscription-based OTT video and VoD services has grown steadily in the UK over the past two years, reaching 37 per cent and 23 per cent of pay-TV users respectively in the second quarter of 2016.

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