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Parks Associates' insights reported that the churn rate for OTT services in the USA increased from 35% in Q1 2019 to 41% in Q1 2020. As the Covid-19 unfolded, more than two in five US broadband households have used an OTT service, and 8% of households have tried four or more services.

The increasing smart TV usage makes them the primary platform for video services as content consumption increases dramatically to an average of more than 20 hours of video content weekly on the TV, an increase of nearly 40% from 2017.

During this quarter, the rate for streaming services was 41%, and over half of US broadband households subscribed to a traditional pay-TV service, at 62%.

The services captured a significant market share for video streaming. Three in ten broadband households have reported an increase in their time of online video service usage as a result of the Covid-19 pandemic, which contributes to the growth.

The increases of home broadband usage varied depending on the number of children at home, with the upgrade rate 2.4 times greater among single-child households, 3.4 times among two-child households, and 5.3 times among homes with three or more.