Written by 49% of the consumers surveyed in Accenture’s Pulse of Media Consumer Survey are watching OTT video through a broadband connection on their TVs in addition to the content they traditionally watch via cable or satellite. Accenture polled 2,010 consumers (1,003 in the US and 1,007 in the UK), ages 18 and up, for this study.
Younger consumers are leading the way in using new technologies to view video content, according to the study. In the US, 82% of consumers between the ages of 18 and 24 watch some OTT video, with 60% watching at least a quarter of their video over-the-top (compared to 32% of US consumers overall). Younger viewers are also more tuned in socially, with 35% of 18- to 24-year-olds showing an interest in “social newsfeeds of videos” that their friends have watched, compared to just 11% of consumers 45 and up. Other findings from the report include:
In the US, 27% of those surveyed subscribe to OTT services such as Netflix; 28% subscribe to satellite.
16% of US consumers subscribe to gaming console-based video delivery services and 4% subscribe to STB-based services such as Apple TV, Boxee, or Google TV.
While TV is still king for long-form content such as full-length TV episodes, consumers are also flocking to mobile devices to watch other types of video content: 24% of respondents do so to watch short videos and clips; 15% to watch user-generated content; 6% to watch live content; and 4% to watch full-length movies and TV.
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