VMVPD Users Watch More OTT Video Than Average: Comscore

Households subscribing to virtual MVPD services are “super users” of over-the-top video content, blogged Comscore Tuesday. About 26% of vMVPD households consuming linear TV content via a vMVPD over the past year stream video at levels “much higher than typical OTT households,” said Eric Bratten, director-brand generation, saying vMVPD households stream seven OTT services in a typical month vs. five for the average OTT household. They watched over 52 more hours of streaming video services, at 152, vs. the average OTT home, Bratten said. But as consolidation of brands and content packages evolve, virtual MVPDs “need to be careful their channel packages do not become the bloated bundles that cord-cutters decided to walk away from to begin with,” he said. Distributors that remain “nimble” and attuned to consumer behaviors, needs and trends “will play a significant role in shaping the future of television.”