Internet households in the United States report spending US$69 per month on OTT services in the third quarter of 2022, down from a peak of US$90 in the first quarter of 2021, although the market remains saturated with 87% of US internet households having at least one streaming service, Parks Associates’ latest research reveals.
Furthermore, according to Parks Associates’ “OTT Video Market Tracker: Insights into the Evolving US Streaming Landscape” report, 45% of US internet households now have five or more OTT services, and their streaming activities influence spending on other services – 60% of households that recently upgraded their broadband service report streaming as the reason for the upgrade.
“Consumers are trying new services – they are hopping in and out based on the season for sports, fresh content offerings, and the deals and bundles offered. Currently, we see 32 million US internet households hopping around with various services, and retention and churn will continue to challenge the industry,” commented Elizabeth Parks, President and CMO at Parks Associates.
Consumers are trying new services – they are hopping in and out based on the season for sports, fresh content offerings, and the deals and bundles offered.” Elizabeth Parks President and CMO at Parks Associates
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