Parks: 53% of Americans subscribe to pay TV and OTT

Some 53% of US broadband households subscribe to both a pay TV service and at least one over-the-top video service, according to Parks Associates.

The research firm said that as of Q3 2017 there are now more than 200 over-the-top video services in the US market and more than 100 in Canada.

More than 87% of OTT video services in the US and 86% in Canada offer some subscription options today, including freemium, ad-free premium tiers, and other blended business models, according to the report.

It also said that 60 companies introduced OTT video services during 2016 and 2017, while only seven services closed during that same period.

“Many OTT services are evolving to be complementary to the market’s largest players, instead of trying to compete directly against Netflix, Amazon, and Hulu,” said Brett Sappington, senior director of research, Parks Associates.

“Also, consumers are increasingly self-aggregating their OTT and entertainment services – they are adopting primary entertainment content sources and supplementing those sources with complementary video options.”