The number of US broadband households watching premium online content, including movies and TV shows via the Internet, doubled in the last year, according to a study from Parks Associates. Currently over 25 million US broadband households regularly watch full-length TV shows online, while over 20 million watch movies online.

It says this shift highlights the opportunity for service providers to extend their current pay-TV and video-on-demand services to include online and mobile video features. In fact, providers will have to embrace online video services, including the ability to deliver content across multiple platforms, if they are to remain competitive and attract new subscribers.

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