US OTT consumers are increasingly growing in favour of aggregation services and unified bundles.
According to Parks Associates, 59% of US OTT subscribers prefer one bill and one account for all of their home subscription services, with 48% saying that their home internet service provider adds more value when online video services subscriptions are offered.
Some 40% of US OTT subscribers surveyed said that 100% of their OTT services are bundled through a home service provider, while 31% said that none of their services are bundled through a home service provider.
The report notes that a number of consumers prefer to keep their video and home services separate, but many are not aware of the availability of online video service bundled offerings
Paul Erickson, Research Director, Parks Associates, said: “Simplicity has a fundamental appeal to consumers that service providers can leverage. Consumers are seeing value and simplicity in receiving a bundle of channels and services from a single source, and they are increasingly seeking out options that offer OTT services bundled with their home services.”
There is considerable demand for OTT bundles from service providers for the added simplicity, value, and convenience that consumers feel they receive. Verizon’s newly announced Verizon +Play, in partnership with Netflix and other services, is an example of service providers serving these consumer demands for simplicity and convenience, via unified subscription management and billing for multiple OTT services.”