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OTT saturation at a high in the US
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OTT saturation is at 82% in the US.
According to figures from AI consumer data provider Resonate, more than eight in ten US consumers now watch some form of OTT content, while only 55% still watch cable TV.
The live TV streaming only skews older, with the largest age group being 45-54 years old. The streaming on-demand only audience meanwhile is dominated by adults aged 25-43.
The report notes that streaming live TV viewers are predominantly using ad-supported or free services such as Pluto TV, Roku Channel, and Tubi.
The report goes on to examine the different characteristics among the customers of streaming services in the US. In particular looking at NBCUniversal’s Peacock and ViacomCBS’s Paramount+, the former is largely male-dominated while the latter is mostly watched by women. Both services are subscribed to by sports fans, but Peacock’s audience also prefers comedy shows compared to Paramount+ subscribers which have more eclectic tastes.
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