22% US cable homes have an OTT service
September 11, 2015
Around 22 per cent of US cable subscribers also pay for an OTT service, according to a study from Millward Brown Digital.
While Netflix is the biggest provider, Millward Brown Digital reports HBO Now is now recording the fastest growth. Amazon Instant Video is also growing faster than Netflix.
Most of the subscribers to HBO and Netflix are milllenials with 54 per cent of HBO’s over-the-top subscribers in that demgraphic. For Amazon, only 42 per cent of their subscribers are millennials. 35 per cent of cable subscribers are millennials.
“As consumer preferences for content consumption continues to evolve, Internet service providers, over-the-top device manufacturers and content providers need to evolve with them Understanding the current landscape is the first step in being able to quantify the impact of content everywhere on their business, align their marketing strategies to complement how consumers make decisions today, and identify the role content decision play in the overall consumer journey,” Millward Brown said.