Broadcast Content Key To OTT Provider Success

TV viewers are fond of streaming, and streamers like to watch TV. Ergo, the offering of broadcast programs can bolster the success of a streaming service.

The percent of TV viewers who stream some of their TV shows has risen from 15% six years ago to 57% in 2016, according to new data from Horowitz Research.

The report also found that nearly 75% of so-called “core streamers,” those who spend at least 20% of their TV and video viewing time watching streaming video, consider the availability of broadcast networks to be a key feature in a TV or video service. That group also wants access to cable and a wide range of channels, the report found, citing that about three-quarters said they wanted both of those options.

In its analysis of the over-the-top market, Horowitz studied viewers who spend at least 20% of their TV/video viewing time streaming content and who represent about 47% of the TV viewing universe. Seven in ten respondents in that group of so-called “core streamers” said access to broadcast channels was a top feature in a TV or video service.

The key takeaway from this data report is that streaming services that are able to offer anytime access to video, as well as content from broadcast networks, and a strong library are poised for success, Horowitz said.

The behavior of streamers is important to understand given how common streaming is becoming. It’s growing in large part because connected TVs are in a majority of homes. Leichtman Research Group reported that 65% of US TV homes have at least one set connected to the Internet via a video game system, a smart TV set, a Blu-ray player, or via a stand-alone device. That’s up from 44% in 2013, and 24% in 2010.

1 comment about "Broadcast Content Key To OTT Provider Success ".
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  1. Ed Papazian from Media Dynamics Inc, April 27, 2016 at 10:23 a.m.

    I wonder what will happen when the broadcast TV networks begin to make deals with their primetime producer "partners" to withhold "off-network" fare from OTT services---except those the networks happen to own? This may be in the cards sooner than many think as it seems to have finally dawned on the networks that the fees they share in from the OTT services by licensing such fare for streaming are not worth the price of the rating erosion that the streaming services are causing, often with ex-network content.

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