Limelight Finds Up to 90 Percent of Consumers Open To Moving to OTT Services; Millennials Leading Shift

Up to 90 percent of consumers are open to “cutting the cord” and canceling pay-TV subscriptions in favor of over-the-top (OTT) services under the right circumstances, Limelight said Wednesday in a study. Flexibility of on-demand viewing and cost are the main drivers of the shift to OTT services, Limelight said. Millennials -- consumers between the ages of 18 and 34 -- appear to be “leading this change,” with Limelight finding that they watch on average four to seven hours of online video per week -- almost twice that of all other age groups. Personal computers are still the top choice for consuming online video, but younger viewers are 10 percent more likely to watch online video on a smartphone than other age groups, Limelight said.