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Streaming Video Is Changing TV Viewing Habits, Finds Survey
Younger adults are far more likely to watch OTT content or get recommendations from social networks.

Over-the-top (OTT) video viewing is rocketing up, finds a survey by consulting company Accenture. In September, 2012, Accenture questioned over 2,000 adults in the U.S. and the U.K. to learn how their video viewing has changed due to the access of streaming media. It found that half of the respondents were already viewing OTT content on their televisions.

Younger adults are leading the way on streaming video. For example, in the U.S., 82 percent of respondents age 18 to 24 watch some OTT video, while 60 percent watch at least a quarter of their TV shows and movies over-the-top.

The survey also found that younger adults were more likely to take recommendations from social networks: 35 percent of adults 18- to 24-years-old were interested in getting video recommendations from friends' social network accounts, compared to only 11 percent of those age 45 and older.

Accenture also asked about the devices respondents use to watch that video. Most prefer the television for full-length shows and desktop or notebook computers for short clips. The use of mobile devices, however, is strong: 24 percent use mobile devices to watch short videos, 15 percent use them to watch user-generated content, 6 percent use them to watch live content, and 4 percent use them to watch full-length TV shows and movies.

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