Skip to main content

Upside Growth for U.S. OTT Video Streaming Market

The American video entertainment realm has continued to evolve during 2015. Market development in the traditional pay-TV sector has been particularly difficult. However, there are still some significant upside opportunities.

Baby Boomers comprise nearly a third of U.S. adult broadband users and are significantly more likely than other segments to subscribe to traditional pay-TV services.

According to the latest TDG Research study and data-driven analysis of this vital but oft-overlooked consumer segment, this makes them excellent candidates for the high-revenue sales of operator value-added services.

As TDG first noted earlier this year, the race-to-the-bottom that currently defines pay-TV operator strategy -- that is, the targeting of Millennials with low-cost bundles -- has deflects marketing resources away from efforts to grow ARPU among other subscribers.

"Unlike Millennials, Broadband Boomers are quite loyal to their current operators and have very deep pockets," says Nick Beyer, analyst at TDG.

TDG believes that Boomers are typically less tech-savvy than younger consumers, but they are increasingly connected. The question, then, is how can pay-TV operators better tap into the specific needs of this market segment.

TDG study findings indicate that 57 percent of Broadband Boomers have a net-connected TV set. Moreover, time spent viewing streaming video on a TV set is increasing among this segment.

Among smart TV users, 59 percent of Boomers report an increase in TV streaming over the last year. The same holds true for all streaming devices used by this market segment.

According to the TDG assessment, that's potentially good news for over-the-top (OTT) TV service providers, who have plenty of growth headroom among this segment.

Furthermore, the adoption of Netflix among this segment is currently 36 percent, which means that close to 40 percent of those Boomers with connected TVs have yet to subscribe to a streaming OTT video service.

Popular posts from this blog

Mobility-as-a-Service Creates Disruptive Travel Options

Building on significant advances in big data, analytics, and the Internet of Things (IoT), more innovative transit service offerings aim to increase public transport ridership and reduce emissions or congestion within metropolitan areas. By providing these services through smartphone apps, the transit services also significantly increase user convenience, providing information on different human mobility offerings -- including public transport, ridesharing, and autonomous vehicles. Mobility-as-a-Service Market Development According to the latest market study by Juniper Research, Mobility-as-a-Service (MaaS) subscribers will generate $53 billion in revenue for MaaS platform providers by 2027 -- that's rising from $5.3 billion in 2021. Let's start with a basic definition. MaaS is the provision of multi-modal end-to-end travel services through single platforms, by which users can determine an optimal route and price. The study identified a monthly subscription model as key to incr

Robocall Mitigation Solutions to Halt Criminal Threats

If you answer the phone and hear a recorded message instead of a live person, it's likely a robocall. A robocall is a phone call that uses a computerized autodialer to deliver a pre-recorded message. In 2020, the U.S. Federal Trade Commission (FTC) received 2.8 million consumer complaints about robocalls. Offering solutions to robocalling and associated fraudulent business practices, computerized mitigation platforms are an integral part of the solution. Platforms that are focused on actionable systems to disrupt unsolicited and potentially criminal phone calls help telecom service providers and industry regulators. Issues of whether one-size-fits-all developments are sufficient to be effective across the spectrum need to be addressed, and whether a single telecom network operator working unilaterally with a third-party platform could compromise desired or mandatory industry-wide standards. Robocall Mitigation Market Development According to the latest worldwide market study by Jun

Secure Digital Workspace Apps Enable the Future Enterprise

In early 2020, as the world responded to the COVID-19 pandemic disruption, many organizations were forced to rapidly transform their communications networks and IT infrastructure to support an unprecedented shift to remote work. Before the pandemic, approximately 38 percent of employees were remote full-time or had a flexible work arrangement where they split time between home and office locations. During the pandemic, the percentage of remote workers that CIOs had to support reached almost 72 percent. Future Enterprise Technology Market Development Enterprise leaders have been forced to adapt to a new state, shifting from traditional office-based operations to distributed workforce environments that must still provide the same level of connectivity, security, and efficiency across the organization. According to the latest worldwide market study by International Data Corporation (IDC), addressing connectivity across geographies and transforming networks to become more virtual and agile