New research from Parks Associates finds over one-quarter of US broadband households are interested in innovative offerings accessed via television, such as offline viewing, video gaming, food delivery, ride sharing, and gambling.
The research, found in 360 View: Video Services & Connected Consumers, also reveals that 25% of US broadband households have watched video on a free, ad-based OTT service in the past 30 days, although no single service dominates this market. Among the leaders, 7% of US broadband households use The Roku Channel, 6% use Pluto TV, and 6% use Crackle.
"Entertainment and communication features like offline viewing are becoming an important part of consumer viewing habits, especially for younger generations. Nearly 50% of current pay-TV subscribers have a DVR," said Elizabeth Parks, President, Parks Associates. "VOD and DVR are key elements in operator video strategies now that OTT on-demand services are mainstream. TiVo announced a 4K streaming device at CES that aggregates where content can be accessed from, putting an emphasis on search and discovery and an integrated experience for the consumer."
360 View: Video Services & Connected Consumers examines adoption of and demand for pay-TV features, including premium channels, recorded and on-demand video, multiscreen accessibility, content discovery, and newly emerging CPE and service experiences. It helps better understand the portfolio decisions of consumers across all areas, including pay-TV, OTT, and over-the-air.
"Consumers and their entertainment choices remain the key driver of change within the entertainment industry," said Steve Nason, Sr. Analyst, Parks Associates. "At CES, Quibi, led by Meg Whitman and Jeffrey Katzenberg, announced a mobile-only service featuring short-form content and subscription tiers with and without advertising, which will target younger, more mobile consumers."
360 View: Video Services & Connected Consumers includes the following key findings:
For more information about 360 View: Video Services & Connected Consumers, contact sales@parksassociates.com.