50% Watching OTT Over Broadband Connected to TV Set
Over-the-top services have seen a sizeable wave of viewers
over that last year, according to a survey by Accenture. A
full 50% of respondents to the “Pulse of Media Consumer
Survey” in the US said they watch OTT video content on their
TV sets through a broadband connection. Among UK respondents,
it was 48%.
Around half of US respondents said they have subscriptions to
OTT services, a huge increase over the 8% reported in March
2011, when the survey was last given. Accenture said OTT VoD
subscription and access rates are now on par with satellite
pay TV among respondents.
In the UK, 26% of respondents said they have an OTT service
subscription, while 30% of respondents said they have
satellite pay TV.
“We are seeing a seismic shift in consumer viewing habits,”
said Robin Murdoch, a managing director in Accenture’s media
and entertainment industry group.
The survey reported that the majority of younger consumers
watch OTT content. 82% of consumers in the age group 18-24
reported watching “some OTT video” across devices. Within that
group, 60% indicated that OTT video made up at least a quarter
of all content they watch. Among all US consumers, 32%
indicated OTT content accounted for 25% of more of all the
In the UK, 75% of respondents aged 18-24 said they watch video
over the top, with 54% indicating OTT video made up 25% or
more of the content they watched. Among all UK viewers, that
number was 28%.
“The connected consumer is now comfortable viewing TV shows
and video on a variety of screens, as well as sharing opinions
of that content via social channels or recommendation
engines,” Murdoch said.