82% of Homes Subscribe to OTT Service: Parks

Eighty-two percent of U.S. broadband households buy over-the-top video service, reported Parks Associates Thursday. High penetration is leading virtual MVPDs to explore new strategies, including expanded IP and AI-powered enhancements, said analyst Steve Nason. Service stacking is trending higher, with 46% of households subscribing to four or more OTT services, said Matt Smith, Symphony MediaAI vice president-business development, saying vMVPDs wonder “when, not if, the tipping point will come.” Preventing churn requires “solving the industry’s core challenge: making it easy for consumers to find exactly what they want,” said Scott Hancock, Plex vice president-marketing. Parks holds its virtual Future of Video conference Wednesday.