In collaboration with The Harris Poll, OpenX conducted a nationwide study looking at consumer behavior around OTT video.
The new study highlights how OTT has moved from a niche category, into the main way consumers of nearly all ages interact with video content today.
of all US adults over 18 use at least one OTT service
the average OTT user streams more than two hours of content every day
the average OTT user streams content across three devices and uses three different OTT services
OTT consumers are mobile-first
On average, OTT consumers use their mobile devices for more than 6 hours a day and watch more than two hours of mobile video each day. Nearly one-third now say screen size has no impact whatsoever on how long they watch or what type of content they watch. Millennial OTT users stream more video content on their mobile device than they do on their television sets.
There is room for multiple business models:
Streamers are about evenly split between wanting an ad-supported or subscription model. A slim majority of viewers prefer a cheaper or free service supported by ads rather than a more expensive ad-free service.
The Preferred Business Models for Consumers
OTT advertising today:
Of the $70B spent annually in the US on television advertising, less than 5% is spent on OTT ads. This happens despite the massive shift in consumer attention going towards OTT and the fact that OTT ads today work well.
of OTT users can recall seeing a specific OTT ad
of OTT users have learned about a new product or company from an OTT ad
of OTT users have seen an OTT ad, and paused their content to go online to purchase or learn more