As more consumers adopt over-the-top (OTT) viewing, the more they’ll consume digital video via mobile devices, reports Ooyala.
New video research from Parks Associates finds more than 85% of millennials in U.S. broadband households subscribe to at least one OTT video service. This research comes from Parks Associates’ OTT Video Market Tracker, which includes an exhaustive analysis of market trends and profiles of OTT video service providers in the U.S. and Canada, such as Netflix, HBO, YouTube and Amazon. The Tracker features a new way to blend company profiles with industry research data and analysis of competing players’ strengths and weaknesses in the space.
Media buyers and advertisers still believe in the power of TV advertising. That’s one way to interpret the findings of a new report out from the UBS equity research team.
More consumers are choosing to watch OTT TV these days. It’s only fair to ask if these viewers are noticing marketers’ messages, especially if they’re enjoying a favorite program with friends or family members.
TV still accounts for over 50% of paid advertising. But that format is feeling pressure as more consumers turn to different media. Of particular concern is the younger generation, according to NPD. An increasing number of 18-34 year olds are watching video content with the help of over-the-top (OTT) devices instead of tuning into programming delivered by pay or broadcast TV service.