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Roku owners use OTT services more than Apple TV users, says Parks

More Roku owners than Apple TV owners use an over-the-top (OTT) video service, according to consumer research by Parks Associates, presented at the NAB Show in Las Vegas. 

Parks’ Streaming CE and Content Purchasing Habits report claims that 86% of Roku owners use a subscription OTT service compared to 77% of Apple TV owners.

Some 75% of Roku owners use Netflix, compared to 63% of Apple TV owners, according to the research. However, Amazon Prime Instant Video is used by just 28% of Roku owner, compared to 40% of Apple TV owners.

“Many pay TV subscribers are also OTT users, but they have to move outside of their provider’s service interface to access OTT content. Pay TV providers ultimately need to retain access to the viewer, but operator set-top boxes have long been closed to anyone other than the pay TV provider. Some are considering how they can facilitate the OTT experience without losing connection to the consumer,” said Brett Sappington, director, research, Parks Associates.