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.
The first series of the show, produced by Bandicoot Scotland consolidated with 6.6m viewers and a 32% share on ITV and was the biggest new format launch on any channel.
With the figure equating to 8%, most cancellations resulted from sports programming cancellations. Churn rates have declined to 38% from 46% last year among OTT video services and vMVPDs dropped from 84% in 2019 to just under 50%.
The engagement results from a surge in online shopping during the Covid-19 pandemic. International Research Firm Park Associates will host its third annual "Future of Video: OTT, Pay TV, and Digital Media" on 14-16 December.
42% of US broadband households that subscribed to an OTT service during the COVID-19 crisis cite a free trial as a key driver for this new subscription. The average monthly spending on OTT video service subscriptions was $16 in Q1 2020.