17% of U.S. broadband households are likely to subscribe to an over-the-top (OTT) video service from HBO, according a survey of 10,000 US broadband households from Parks Associates.
Among these likely subscribers, 91% are currently pay-TV subscribers, and roughly one-half would cancel their pay-tv service after subscribing to this HBO OTT service. The research firm reports the average viewer in a broadband household watches nearly 3.5 hours of OTT video each week on a TV set.
“HBO picked a good time to announce its standalone HBO Go OTT service in the U.S.,” comments Glenn Hower, Research Analyst, Parks Associates. “The percentage of subscribers interested in OTT video services is trending upward, and more industry players are planning to launch their own OTT services. Dish announced at CES 2015 that its OTT service, Sling TV, will include live TV such as CNN, ESPN, ESPN2, TNT, and TBS. Inclusion of sports programming could be a major boon for a standalone OTT service as sports is one of the primary reasons consumers elect to keep pay-TV services.”