VMVPD Adoption Grows in US Broadband Homes: Parks

About a fifth of U.S. broadband homes subscribed to a virtual MVPD by the end of Q3, about double the penetration of two years ago and up five points from 2020, reported Parks Associates Monday. “Many households who cut the traditional pay-TV cord or never subscribed in the first place are looking for a live and more linear video viewing experience via online options, which is driving vMVPD service uptake,” said analyst Paul Erickson. “These services also promise less costly investment and more content flexibility, which increases the appeal among today’s video viewers,” who are accustomed to benefits of over-the-top solutions, he said.