More young people with connected TVs watch OTT video than they do content from a pay TV provider, according to a new report by NPD Group.
The new Connected Intelligence Applications and Convergence report said that 75% of 18 to 34 year-olds use their connected TV – or the devices connecting their TV to the web – to view OTT video, compared to 68% who use their connected TV to watch programming from their cable, satellite, or telecom TV provider.
Some 81% of viewers with streaming media players said they used their web-connected TV to access OTT video, followed by 77% of connected Blu-ray player owners, 73% of connected video games console owners and 66% of consumers with their TV connected direct to the web.
“The younger consumer has come to expect a broadband experience from any screen they come in contact with, and their TV is no exception. The pendulum is continuing to shift among younger viewers as each quarter we see more homes connecting their TVs to the internet,” said John Buffone, director of devices, NPD Connected Intelligence.
“The pace by which networks develop their digital services for the TV screen will increasingly drive brand equity, viewership, and subscriptions among the critically important under 35 demographic who has become captivated by the availability of OTT video.”
Among 18 to 34 year olds, the top OTT video service used on a TV was Netflix, followed by YouTube, Amazon Instant and Prime Video and Hulu Plus. Crackle, PlayStation Video and Xbox video all came in at tied-fifth place.
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27 January 2021 @ 18:24:00 UTC