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Parks Associates: 52% of U.S. Broadband Households Have a Subscription to Both Pay-TV and One or More OTT Video ServicesDALLAS, May 2, 2018 /PRNewswire/ -- Parks Associates today released the new Market Snapshot: OTT and Pay TV: Partnerships and Competition, which examines competition in the U.S. entertainment marketplace as partnerships between pay TV and OTT within the video space become more common. In this Market Snapshot, the research firm explores partnership strategies between pay-TV operators and OTT providers, which can enhance the user experience while minimizing the risks and marketing costs for each player. "The nature of competition in video services has changed. Today, it is less about replacing competitors and more about how you complement others in the market," said Brett Sappington, Senior Director of Research, Parks Associates. "Over one-half of U.S. broadband households have a combination of pay TV and at least one OTT service. Consumers are willing to carry multiple video accounts to get the content they want. Often they will select a preferred service with the content that they can't do without and then select other video services that complement the high priority option." According to Parks Associates, 11% of U.S. broadband households watch over-the-air broadcast TV channels via an antenna, and pay-TV service subscriptions fell from 87% to 77% between 2012 and 2017. The rise of OTT correlates to a decline in viewership for live, linear TV channels. In particular, the audience for over-the-air broadcasters has diminished over time, especially among younger heads of household. Additional research includes:
To download this Market Snapshot, visit www.parksassociates.com/whitepapers. For information on The Pay TV Show workshop, go to http://www.parksassociates.com/paytv-workshop-2018. To schedule an interview or to request data, contact Julia Homier at [email protected], 972.996.0214. About Parks Associates The company's expertise includes digital media and platforms, entertainment, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security. Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit: Engaging Consumers, and Smart Energy Summit: Engaging the Consumer. http://www.parksassociates.com Julia Homier View original content with multimedia:http://www.prnewswire.com/news-releases/parks-associates-52-of-us-broadband-households-have-a-subscription-to-both-pay-tv-and-one-or-more-ott-video-services-300641059.html SOURCE Parks Associates |