Research Says OTT Dominates 18-34s
Top-watched service is Netflix
October 7, 2013
|PORT WASHINGTON, N.Y.
– Seventy-five percent of adults 18-34 use
connected TVs to watch over-the-top video, according to a new
study by The NPD Group.
The study suggests that young adults are overwhelmingly streaming
online video content such as YouTube and Netflix as “the most prominent
way of accessing video content.”
NPD’s “Connected Intelligence Applications and Convergence Report”
says that 75 percent of young adults are watching smart TVs or devices
connected to TVs to access OTT video compared with 68 percent who use
their connected TV to watch programming from their cable, satellite or
telecom TV provider.
Streaming media player owners are the most likely to use a connected
TV screen to access OTT video content, with 81 percent of owners citing
thy doing so, NPD says.
This is followed by connected Blu-ray Disc player owners (77
percent), connected video game consoles owners (73 percent), and
consumers with their TV directly connected to the Internet (66 percent).
“The younger consumer has come to expect a broadband experience from
any screen they come in contact with, and their TV is no exception,”
John Buffone, NPD Connected Intelligence devices director, said in a
statement. “The pendulum is continuing to shift among younger viewers
as each quarter we see more homes connecting their TVs to the Internet.
The pace by which networks develop their digital services for the TV
screen will increasingly drive brand equity, viewership, and
subscriptions among the critically important under 35 demographic who
has become captivated by the availability of OTT video.”
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