Market Research Report
The Rise of Ad-Based OTT
|Published by||Parks Associates||Product code||1019335|
|Published||Content info||64 Slides
Delivery time: 1-2 business days
|The Rise of Ad-Based OTT|
|Published: July 20, 2021||Content info: 64 Slides||
While overall use of ad-based OTT video continues to rise to unprecedented levels, no individual service has become a clear leader. The lack of a top service leaves open a tremendous opportunity for a service to assume a leading position with a unique service offering. This report examines overall usage of ad-supported OTT video, uptake across individual services, and which components of the user experience drive consumption.
"Video service growth has skyrocketed within the last year, with COVID-19 amplifying the appeal of the home viewing experience. Households increasingly subscribe to multiple paid subscription services resulting in higher monthly streaming costs that emulate the channel bundling of traditional pay-TV. Viewers seek to expand their content options, and free, ad-supported OTT video services offer a cost-saving alternative." - Liam Gaughan, Researcher, Parks Associates.