According to a new study by Millward Brown Digital, 22% of cable subscribers also subscribe to an over-the-top service. Although some cable subscribers do cut the cord when they become OTT subscribers, other cable customers want both types of content, and therefore, maintain both subscriptions.
Jon Lafayette, writing for Broadcasting & Cable, presents additional findings from this Millward Brown Digital report:
-Netflix is the largest OTT provider.
-HBO, which introduced HBO Now earlier this year, is currently experiencing the fastest growth.
-Amazon Instant Video is also growing faster than Netflix.
-Hulu has been growing more slowly over the last few quarters, but has recently introduced an ad-free tier.
-Millennials represent the majority of HBO and Netflix subscribers.
-35% of cable login subscribers are millennials.
-25% of cable subscribers are baby boomers.
According to Millward Brown Digital, content plays an important role in the consumer subscription decision. According to this study, “It’s important to note these insights do not declare the death of cable TV. Rather, they highlight the importance of content to a cable provider’s overall strategy and the importance of targeting that content to different generations.”
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