OpenX has announced a massive consumer shift toward Over The Top (OTT) video content consumption, after a nationwide survey was conducted by The Harris Poll. The survey indicates that the majority of American adults are using at least one OTT service, and most are subscribing to three separate platforms in order to stream content. The study also delves into how OTT has become the primary video content channel for almost all ages in the U.S. today.
Overall, there was insight from more than 2,000 U.S. adults. The report found that OTT viewing has surpassed live television for numerous demographics. Today, the majority of U.S. adults stream OTT content daily, specifically millennials, who watch more than twice as much streaming content as they do linear cable television.
On average, OTT consumers utilize their mobile devices for more than six hours a day and watch more than two hours of mobile video each day. Despite mobile devices being smaller than televisions, one-third say screen size has no impact on how long they watch or the type of content.
Additionally, sharing passwords for streaming services has significantly increased. One-third of OTT consumers share passwords, and the average OTT user has three different connected devices on which they stream video content.
“Consumer attention is shifting significantly to OTT channels and this sea change in how we consume video content represents the most significant evolution in media consumption since the introduction of the smartphone,” says Dallas Lawrence, chief brand officer at OpenX. “More than half of all Americans now use an OTT service, and they stream a lot—over two and a half hours every single day. With OTT now capturing a significant percentage of total consumer video time, yet less than five percent of total TV ad spend, an enormous shift in how marketers diversify their advertising strategy is on the horizon. This research clearly signals that the OTT era has arrived, and with it, new and disruptive opportunities for marketers to elevate the power and efficacy of video advertising beyond anything we have seen before.”
