46% of US Homes Have More Than 1 OTT Video Subscription, Says Parks

Forty-six percent of U.S. homes have multiple over-the-top video subscriptions vs. 33 percent in early 2017, reported Parks Associates Wednesday. Most OTT households have Netflix, Hulu or Amazon Prime Video, but a single service doesn't meet their interests, said analyst Steve Nason. Small and medium-sized services are building their brand and subscriber bases by filling in gaps in content, he said. Overall adoption and awareness of OTT is high, but awareness of individual services is low, making it difficult for smaller services to compete against the scale and resources of larger players, he said. Smaller OTT players have to team with content or marketing partners to boost awareness, he said. Other findings: 53 percent of U.S. broadband households subscribe to at least one OTT service and a pay TV service; nearly three-quarters have an OTT subscription.