iWorld

More than 85% of US millennials tune in to OTT platforms

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/06/23/netflex.jpg?itok=LpNoH2hg

MUMBAI: Over-the-top (OTT) platforms have become the new opium for millennials. According to a new report from the analyst firm Parks Associates, more than 85 per cent of millennials in the US subscribe use at least one OTT video service. Interestingly, the number of OTT subscribers among other generations is also growing gradually.

An earlier report from Parks Associates showed that the number of households worldwide with an OTT video service subscription will exceed 265 million by 2022. Since 2010, a steady increase has been noticed in the adoption of smartTVs and streaming media players.

Many of the millennials opt for more than one platform for browsing. More than one-fourth of millennials subscribe to three or more OTT services, and more than 50 per cent subscribe to at least two. OTT service penetration among ?Baby Boomers?( 1946-64) and older generations grew more than 10 per cent between the two groups as a whole between 2016 to 2017.

public://gr_2.jpg

?Overall penetration of subscription OTT video services among millennials has topped out, suggesting that those households that want such a subscription already have one or more. The more interesting and important question is how many subscriptions they will keep,? Parks Associates research senior director Brett Sappington said.

Millennials are more prone to consume online content not only because of a personalized experience but also due to the flexibility it offers. Various reports since 2014 have highlighted how millennials are opting for streaming services like Netflix, Hulu, Amazon over television.

Parks Associates researcher Hunter Sappington thinks self-aggregating content is simply a part of the entertainment experience, particularly in millennial households. 

?Their evaluation criteria for services, and brand loyalty, differs from that of previous generations. To take advantage of this self-aggregation trend, providers need to understand the evaluation criteria consumers use for their OTT services, which can vary from household to household,? he commented.

Also Read :

Global OTT subs to cross 265 mn by '22: Park Associates 

India to enter top 10 OTT video markets in 2022: PwC

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/zee5.jpg?itok=RAIo1qRf
ZEE5 introduces special subscription packs for kannada audience

Following through on its vision of becoming the largest multi-language entertainment OTT platform, ZEE5 announced its special subscription packs for the Kannada speaking audience.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/eros.jpg?itok=5BVe8Lhw
TV Se Pehle Manmarziyaan & Happy Phirr Bhag Jayegi get digital premiere on Eros Now

Eros International PLC (NYSE: EROS) (“Eros”), a leading global company in the Indian film entertainment industry, announced today that Eros Now

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/ze.jpg?itok=6fqgYc4c
ZEE5 launches 8 new Tamil originals

ZEE5 announced a line-up of eight Originals to strengthen its Tamil content offering – this will be a combination of web series as also movies.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/mathews.jpg?itok=tWN7yiZG
5G to challenge 4G services: Jio President

With time, third generation services (3G) were replaced by fourth generation services (4G) and Reliance Jio played a vital role in the transforming phase.

iWorld Telecom
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/10/anat.jpg?itok=lcVDXeQ7
Myntra CEO Ananth Narayanan quits

Myntra’s chief executive officer (CEO) Ananth Narayanan has resigned and Flipkart executive Amar Nagaram will head Myntra, according to a report by Livemint.

iWorld e-commerce
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/dhanbad.jpg?itok=UsVaq8ob
Crime, Camera, Action like never before...

Dhanbad Blues – hoichoi's latest Original revealed its poster on 5th December which had veteran actor, Rajatava Dutta

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/zee5.jpg?itok=5tpEwmGW
ZEE5 announces partnership with Zeasn

Zee Entertainment Enterprises Ltd’s digital entertainment platform, ZEE5, today announced a key strategic alliance with home digital entertainment service provider, Zeasn.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/eros.jpg?itok=rzOkdT4P
Eros Now Begins Production of Original Series FLESH starring Swara Bhasker

Eros International PLC (NYSE: EROS) (“Eros”), a leading global company in the Indian film entertainment industry, announced today that Eros Now, its cutting edge digital over-the-top (OTT) South Asian entertainment platform, has launched another intriguing and compelling original web series, FLESH...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/amazon.jpg?itok=6QwaYj35
OnePlus 6T customer from New Delhi becomes the first-ever ‘OnePlus Lucky Star’

Amazon.in, in association with OnePlus, the leading premium smartphone maker announced its unique ‘OnePlus Lucky Star’ campaign last week to celebrate the fourth anniversary of their partnership.

iWorld e-commerce

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories