Over Half of Homes Use Paid Streaming Services: Parks Associates
In a milestone for the streaming video industry, market intelligence firm Parks Associates reports that over half of U.S. households with broadband connectivity either subscribe to a video-on-demand service or use transactional services.
Of the two, subscription VOD services are the more popular option: 45 percent of U.S. households with broadband subscribe to a paid service such as Netflix or Hulu Plus.
Parks Associates finds that younger people are far more interested in streaming video. Younger adults are more likely than older adults to use over-the-top services, says John Barrett, the director of consumer analytics at Parks Associates.
U.S. households with broadband see online services as an important source for video. Parks Associates notes that over 40 percent of those households see online as one of the top three sources for video. That beats rented DVDs at 25 percent and owned Blu-ray discs at 13 percent.
Younger adults see online as even more important: 37 percent of consumers between 18- and 34-years-old say that online video is their most important source for video. As this chart shows, older adults see broadcast television as their most important source for video, while programs recorded to a DVR have the highest rating with those 35- to 44-years-old.
Parks Associates finds that U.S. broadband households are most likely to use a game console for living room video streaming.
A study of set-top box adoption finds that Roku has a commanding lead, thanks to an association with Netflix and a smart product strategy.
SVOD is on the rise and growing quickly: 44% of U.S. broadband homes currently subscribe.
What set-top box gets the most use? It's Roku by a long shot, says a Parks Associates survey.