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US broadband homes turning to TV screen for OTT content

Over half of US broadband households are now watching online TV on internet-connected TV screens, according to research by Parks Associates.

According to Parks’ 360 View: Digital Media and Connected Consumers report, some 52% of US broadband households now watching online video on a TV that is connected to the internet.

Some 55% of households said that watching TV or movies at home is one of their top two favourite leisure activities.

The research found that 19% of consumers subscribe to either Netflix, Hulu, or Amazon Prime Video and another OTT service, compared to 13% in 2017.

Consumers are however watching fewer hours of video. Parks found that consumers watched 25.7 hours of video per week in 2018, down from 29.5 hours per week in 2016.

Local broadcast/channels and programs are the most enjoyed type of programming.

While the total number of hours consuming videos has declined, consumers are watching more internet video on the largest screen available,” said Billy Nayden, research analyst, Parks Associates.

“The number of hours consumers report watching video on a TV increased for the first time since 2014, with connected devices enabling internet video services on TV and shifting consumers away from PC and mobile viewing. As OTT competition becomes a battle for the living room, the challenge for device makers and content producers is finding the correct product mix to maximize both profit and utility.”