Parks Associates surveyed 10,000 broadband households in the US.
The report revealed that 76% of US households have OTT video subscriptions compared to only 62% of households with pay-TV services, as of the end of March 2020. 41% of the households took trial subscriptions of at least one OTT service in the last 12 months.
Of these, 69% reported adopting at least one OTT subscription. Extended trials provided by OTT services and new releases during the pandemic led to the increase in OTT subscriptions, says Steve Nason, research director, Parks Associates.
The most cited-reason by nearly 30% of the households with at least one OTT service was, wanting to watch a specific program. Being offered a free trial was the second most popular reason.
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