Some 51 million US households now engage in over-the-top (OTT) streaming of video content—i.e., via the Internet to a television set—according to recent research from comScore.
The report was based on April 2017 data from comScore’s panel of 12,000 households across the United States.
More than half (54%) of households with wifi now engage in OTT viewing, the analysis found.
The number of households that engage in OTT viewing has increased steadily since last fall.
Some 40% of US households with Wi-Fi own a video streaming box/stick; 30% have a smart television, 28% an Internet-connected gaming console, 25% an Internet-connected DVR/set-top box, and 7% an Internet-connected DVD/Blu-Ray player.
Netflix accounts for 40% of households’ total OTT viewing hours, the analysis found; YouTube accounts for 18%, Hulu for 14%, and Amazon for 7%.
About the research: The report was based on April 2017 data from comScore’s panel of 12,000 households across the United States.
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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji
Twitter: @ayaznanji