Some 25% of US over-the-top video subscribers plan to upgrade their broadband service in the next 12 months, according to Parks Associates.
The research firm claims that only 7% of consumers who watch video exclusively on TV plan to upgrade their pay TV service in the next 12 months.
By comparison, the figure stands at 22% for consumers with above average viewing on all platforms, including computers and mobile devices.
“Evolving usage habits around multiscreen viewing are shaping all aspects of the industry, including service delivery, content production, and the devices consumers use to access content,” said Brett Sappington, director of research, Parks Associates.
“Today, one-third of broadband households that own three or more connected devices state that they are likely to upgrade their broadband service in the next 12 months. These high-speed connections will enable improved experiences, encouraging consumers to spend even more time with connected entertainment.”
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