Leading entertainment research firm Parks Associates reports approximately one-third of pay-TV subscribers in U.S. broadband households changed their pay-TV services between 1Q 2017 and 1Q 2018.
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.
“Americans tend to view the impact of the internet and other digital technologies on their own lives in largely positive ways, Pew Research Center surveys have shown over the years. A survey of U.S. adults conducted in January 2018 finds continuing evidence of this trend, with the vast majority of internet users (88%) saying the internet has, on balance, been a mostly good thing for them personally.”
Cable TV operators are rolling out new services to stop more consumers from cutting the cord. TV viewers between the ages of 18-34 are more likely than those in other age groups to cancel their paid subscriptions. In a State of the Industry report, Pivot, from Participant Media, argues that offering the right types of packages to these consumers is the way to increase viewership and the revenue that comes from subscriptions and ad dollars.
According to new research by eMarketer, the infamous “digital divide” is finally showing real signs of narrowing, as more and more research gives evidence of rising home broadband usage among black adults. eMarketer estimates that nearly 72% of the black population will be online in 2014. Black users are more active than average on the social web, eager to try to influence others in their network. And in the realm of mobile, blacks have adopted devices more quickly, participate in more content activities and are more likely to use the mobile web as an important internet access point. “Marketers that do not have a mobile strategy to reach black consumers are being left behind by the competition and ignored by this market,” said said Lisa E. Phillips, eMarketer senior analyst.
The adoption of broadband internet access slowed dramatically over the last year. Two-thirds of American adults (66%) now have a broadband internet connection at home, a figure that is little changed from the 63% with a high-speed home connection at a similar point in 2009. Most demographic groups experienced flat-to-modest broadband adoption growth over the last year. The notable exception to this trend came among African-Americans, who experienced 22% year-over-year broadband adoption growth.