Percent of US broadband households That Subscribe to Two or More OTT Services Has Increased by 130% Since 2014: Parks Associates

Parks Associates research finds that the percentage of households with multiple OTT subscriptions has increased by 130% since 2014. In 2019, forty-six percent of US broadband households subscribe to two or more OTT services. According to a new report, “Partnering, Aggregation, and Bundling in Video Services” only 33% subscribed to multiple services in early 2017 and 20% in 2014.

The report explores the evolving dynamics of partnerships, aggregation, and bundling that are developing in the industry. It also examines the evolution of entertainment brands and profiles the leading online aggregation platforms available to video services today.

“The number of OTT services available in the US increased by 140% in five years, giving consumers an unprecedented number of options to meet their video needs,” said Steve Nason, Senior Analyst, Parks Associates. “Most OTT households are anchored by one of the three major OTT services—Netflix, Hulu, or Amazon Prime Video—but consumers are finding they can’t fulfill all their interests through a single service. Many small and medium-sized services are building their brand and subscriber base by filling in these gaps in content.”

“Netflix can afford to license high-value content like Seinfeld to supplement its original content, and Apple can buy commercial space during the Emmys and NFL games to promote its upcoming Apple TV+ service and its array of content and stars,” Nason said. “By contrast, smaller OTT services are having to harness the power of a partnership with an aggregator, bundling or content partner, or marketing and promotion partner to boost awareness of their brand and offerings.”

(For more information visit http://www.parksassociates.com)