More than half of all American adults are consuming OTT content from services like Netlfix, Amazon Prime, Hulu and now Apple, either to supplement or completely replace legacy cable and broadcast
The average OTT customer owns three devices they can use to watch OTT content and subscribe to three different OTT services.
The top content that people want is movies, then scripted TV shows. Live news and sports – thought to be the killer app keeping broadcast and cable in the game – rank #3 and #4, across all cohorts.Fewer than 40% of Millennial OTT users plan to keep their cable package Lawrence says there is probably still room in the market for more entrants, provided they have a differentiated approach to the content.“Apple was a day late, but they got there,” he says. “Most of all, they learned that you have to be device-agnostic. To me, the biggest news from their event wasn’t the new content, it’s that they are ditching the AppleTV hardware. When even Apple understands that [you can’t lock audiences in to proprietary hardware], it’s a new day for the market.
Currently, the OTT market is hard to address for advertisers because OTT providers are divided on how to accommodate advertising. Some platforms are ad supported and some are closed, making it difficult to build a strategy that fits the entire landscape. The OpenX survey sheds some light on that as well, finding that:
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