iWorld

×

×

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

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/06/23/netflex.jpg?itok=06g7mx4f

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/21/Mobile_OTT.jpg?itok=MSEJPPPH
Netflix announces ‘Drive’, first original film with Dharma Productions

Netflix announced that Dharma Productions’ Drive will premiere as a Netflix Film exclusively on the service around the world. Directed by Tarun Mansukhani, the action-thriller heist film is Netflix’s first original film with Dharma Productions.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/thinki.jpg?itok=J2AysLm6
The quirky ‘#IdeaChor’ campaign turns into a digital success for MX Player

MUMBAI: Within 7 months of launch and with 17 Originals, MX Player is India’s leading streaming platform that caters to 75 Mn Daily Active Users. However, the brand has been the talk of town for the past few days – ever since the strange #IdeaChor started trending on social media. While both the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/vigo.jpg?itok=Ph0WzhC3
Vigo India celebrates two years of connecting communities

MUMBAI: Vigo Video, India’s fastest-growing short-video platform, successfully completes two  years that sums up the brands transformation into a community building and relationship moulding platform. With over 20 million monthly active users, Vigo Video has brought Indian communities together...

iWorld Video On Demand
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/Peggy_Johnson-Rishika_Lulla_Singh.jpg?itok=02LHomMz
Eros Now partners Microsoft to build next gen online video platform by leveraging Azure

MUMBAI: Eros Now, the digital arm of Eros International Plc announced a collaboration with Microsoft  to build a next generation online video platform on Microsoft Azure targeted at better consumer experience. The partnership will also help the latter to expand in the Indian market as it is one of...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/ACT.jpg?itok=aL7eMjrF
ACT enters TRAI’s top 5 broadband players list

South Indian wired broadband internet services provider Atria Convergence Technologies Limited was among Telecom Regulatory Authority of India (TRAI) list of top 5 broadband internet services providers in the month ended 31 July 2019 (Jul-19, month or period under consideration).

iWorld Broadband
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/20/ZEE5_800_NEW.jpg?itok=sXF-FE_e
ZEE5 announces strategic partnership with OnePlus for much-awaited OnePlus TV

MUMBAI: ZEE5, India’s fastest growing ConTech brand, has entered into a strategic partnership with OnePlus, the global technology company for its upcoming OnePlus TV. Through this partnership, ZEE5 will come pre-installed on all OnePlus TVs giving consumers access to a wide repertoire of content...

iWorld Video On Demand
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/19/hotstar.jpg?itok=4Ryp5mcV
Catch Up with The Best Emmy nominated shows on Hotstar Premium

MUMBAI: With maximum nominations in its kitty, Hotstar Premium is the destination to catch up on all the shows that are in the running for the 71st Emmy Awards, scheduled for later this month. Veep amazed us, Game of Thrones downplayed all the expectations and Chernobyl blew it up! Before the big...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/19/Gourav-Rakshit.jpg?itok=W_OLx0NQ
Viacom18's Gourav Rakshit on Colors Telugu digital-first launch, advertiser strategy, digital measurement

Viacom18 is taking two bulls by the horn. Not only has it targeted the regional market but is doing so in a digital-first manner. Colors Telugu is soon to be launched on VOOT, Viaom18’s over the top platform.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/18/linkdin.jpg?itok=QkNADDxM
Team BigBasket scores a last minute winner to clinch the title of the inaugural ‘LinkedIn ESPN Office Sports Quiz’

MUMBAI: LinkedIn, the world’s largest professional network in association with ESPN, the one-stop destination for all things sports, concluded the first season of LinkedIn ESPN Office Sports Quiz with team BigBasket winning the finale. The contest witnessed tough competition between corporates,...

iWorld Social Media

Sign up for our Newsletter

subscribe for latest stories