Reflecting the surge in consumer adoption and volume of subscription VOD services, almost half of U.S. broadband customers pay for at least one OTT video service, according to a survey from IBB Consulting.
The study, based on a survey of 2,007 U.S. online consumers, found that about one-third subscribe to two OTT services and 18% take three or more.
Millennials are the group most likely to take more than three paid OTT services. Notably, some 63% of paid OTT subscribers also get a traditional pay-TV service.
About 61% of those surveyed said they’d pay at least an additional $2 per month for their favorite SVOD service, if the price were to rise.
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