New Data Reveals TV Fragmentation, as Measured by Penetration of Over-The-Top Services

Apr 13, 2018  •  Post A Comment

New data about the penetration of over-the-top video services reveals a group of emerging media brands the likes of which the U.S. market hasn’t seen since the multichannel explosion led by cable and satellite in the early 1980s, MediaPost reports.

The analysis of data from comScore’s new OTT Intelligence Report, published Thursday by securities firm UBS, shows Netflix with 75% penetration of U.S. OTT households, followed by YouTube with 50%, Amazon Video with 34%, Hulu with 24%, HBO Now/Go with(15% and CBS All Access with 3%.

“The implications for fragmentation of audiences should be obvious to any media planner or buyer, especially when looked at in terms of the number of hours spent consuming the services each month by subscribers of those services,” MediaPost reports. “According to UBS’ analysis of the comScore data, the Big 3 — Netflix, Hulu and Amazon — are currently averaging somewhere between 13 hours and 25 hours of monthly viewing, per household.”

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