Study: OTT Overtakes Set-Top Box As Source For Favorite Shows 11/09/2017: In 2014, 64% of respondents said they watch their favorite show on a TV set-top box, compared to 31% for an online video source. This year, for the first time, online video has overtaken the set-top box, with 52% of respondents saying they watch their favorite show on an online service, compared to 48% who watch on the traditional platform.
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One major reason for the shift is that online streaming platforms like Netflix and Amazon are aggressively investing in original content.
“These findings suggest that the aggressive investment SVODs are making in original and exclusive content is paying big dividends,” said Peter Fondulas, co-author of the study and principal at Hub, in a statement. “In this research and other recent studies, we see clear evidence that high-profile online exclusives generate buzz that draws consumers to these platform, which not only helps attract brand-new subscribers, but also builds loyalty among current customers.”
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One major reason for the shift is that online streaming platforms like Netflix and Amazon are aggressively investing in original content.
“These findings suggest that the aggressive investment SVODs are making in original and exclusive content is paying big dividends,” said Peter Fondulas, co-author of the study and principal at Hub, in a statement. “In this research and other recent studies, we see clear evidence that high-profile online exclusives generate buzz that draws consumers to these platform, which not only helps attract brand-new subscribers, but also builds loyalty among current customers.”