OTT Video Stacking Study: Half of U.S. Households Subscribe to Four or More Services
OTT video stacking – subscribing to multiple OTT services – is at an all-time high, according to a new study from Parks Associates.
The firm conducted a survey of 10,000 U.S. Internet households during the first quarter of this year and found that half subscribe to four or more OTT services and almost one-fourth subscribe to nine or more.
Parks Associates compared the survey data with data from similar surveys conducted in the first quarter of 2014 and 2019:
- The percentage of households with no OTT video services shrunk from a bit more than 40% in 2014 to about 30% in 2019 and a bit more than 10% this year.
- Single-service households also declined between 2014 and 2022.
- Interestingly, the portion of two-service households was about the same in 2014 and 2022 but was more than double in 2019.
- Three-service households were fewest in 2014, but greater in 2019 than 2022.
- Households with four services or more exploded between 2019 and 2022 and now represent half the universe of respondents. Only a sliver of respondents subscribed to four services in 2014.
- Of the half with four or more services this year, a bit less than half had five to eight services and a far smaller amount had four services.
“Service-stacking in the US continues, but there will be a saturation point where households will no longer be willing to add another service and may look to trim back on their number of subscriptions,” Parks Associates’ Senior Contributing Analyst Eric Sorensen said in a press release. “Service providers are anticipating this and looking to expand worldwide with content and coverage to boost their global offerings. This global push led to a bidding war for the exclusive streaming rights to the Indian Premier League cricket event, where Mumbai-based Viacom 18 beat out Disney. All providers are looking for new avenues to expand their global appeal.”
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