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Parks Associates’ new video research finds 43% of US internet households have livestreamed online content in the past three months, with sporting events by far the most popular type of content.

According to a recent study conducted by Parks Associates, 59% of viewers prefer unified bundles that combine their OTT services with other household subscriptions, while 48% feel their home internet service provider adds more value when online video services subscriptions are offered.

A recent Parks Associates study reveals that nearly 50% of total US consumers have an average of four OTT services, though well over half of the group also plans to cancel amid a lack of new content availability.

Parks Associates research found that three out of the top five factors that drive OTT service subscriptions involve content, and that the inability to find relevant content is a top reason for consumers leaving a service.

Approximately 44% of audiences spend 76% or more of their OTT viewing time on broad-based services such as Netflix, Tubi, and AMC+, while others, 48%, spend 25% or less on niche services.