While 24% of viewers still prefer a movie theater setting for their first movie viewing experience, 30% of consumers have no preference for how to watch the new release.
A new research report released by Parks Associates indicates that a quarter of US broadband households now prefer to view new movie releases on OTT subscription services. Just under a quarter of consumers prefer a cinema setting for their first viewing experience, at 24%. "Covid-19 has upended the traditional content-windowing process, and consumer research shows this paradigm shift is impacting consumer attitudes," said Steve Nason, Research Director, Parks Associates. "An OTT source scores higher than movie theaters when consumers report their preferences for first-run movies."
The research firm also found that nearly 30% have no preference for how to watch a new movie, opening up the possibility for theaters to gain back some audience for first-run titles. Parks Associates will be hosting the virtual event “Future of Video: OTT, Pay TV, and Digital Media” this week, on 14-16th December. The event will kick off with the session "New Trends in Video," featuring visionary speakers from Bloomberg Media and Philo followed by interactive panels with executives from ViacomCBS, CobbleCord, Starz, Verimatrix, Cox Communications, and fuboTV.
The conference will cover in-depth consumer and industry research on OTT services, the value of content, technology innovations, and best strategies for building successful video services. The virtual session "Next Phase in the Streaming Wars" will be presented today featuring visionary speaker Jean Ellen Cowgill, GM of QuickTake and Global Head of Strategy and Business Development, Bloomberg Digital, Bloomberg Media, followed by an interactive discussion examining the most recent entries to the SVOD markets.
The sponsors for the vent include Salesforce, Comcast Technology Solutions, ContentWise, Verizon Media, You. i TV, Amdocs Media, Penthera, and Verimatrix. The experts featured on the panel include Lu Bolden, Chief Revenue Officer of Verimatrix, Megan Dover, Executive Director of Video and Entertainment Product Management and Development, Cox Communications, Rob Gelick, EVP and GM of Streaming Services & Chief Product Officer, ViacomCBS Digita, Ben Grad, Head of Content Strategy & Acquisition, fuboTV, Virginia Juliano, CEO & Founder, CobbleCord, and Stefanie Meyers, Senior Vice President Distribution, Starz.
Covid-19 has upended the traditional content-windowing process, and consumer research shows this paradigm shift is impacting consumer attitudes. An OTT source scores higher than movie theaters when consumers report their preferences for first-run movies. ” Steve Nason Research Director, Parks Associates.