Media Streamers Gaining Ground

According to Parks Associates, an increasing number of U.S. broadband households are turning to a streaming media player first when ...

OTT Churn Rate Holds Steady at 19%
OTT Churn Rate Holds Steady at 19%
According to Parks Associates, an increasing number of U.S. broadband households are turning to a streaming media player first when looking for online content. Currently, 21% of U.S. broadband households with at least one Internet-connected CE device use a streaming media player as the primary platform for online video, up from 12% a year ago. By comparison, streaming video usage declined for both connected gaming consoles and DVRs and increased modestly for smart TVs.

"Streaming media players continue to stake out a growing portion of the connected home," wrote Barbara Kraus, Parks' director of research. "Roku devices are now the third most widely used connected CE device, trailing only Microsoft Xbox and Sony PlayStation as the most common platforms to access online video content on a TV set. It is a rapid ascendance for streaming media players, and Roku in particular, especially considering the broad base of gaming console ownership compared to the lower penetration of streaming media devices."

The research house says two-thirds of U.S. broadband households connect at least one device to the Internet. Among those households, a Microsoft Xbox is the most commonly used CE device for streaming at more than 14%, followed closely by Sony PlayStation at just less than 14%. Roku is third at 10%, surpassing brands such as the Nintendo Wii, Samsung and Google for access to online video content.

Currently, 20% of U.S. broadband households own at least one streaming media cube player, and 8% own at least one streaming stick.

"CE makers are expected to add more functionality to devices with the hope that the expanding usage can generate more data and increase revenue," Kraus wrote. "In a sense, these are the same market forces that are pushing broadband operators to embrace smart home and connected health lines of business. More use cases running through the pipes increase the potential for revenue, customer stickiness, and data generation for operators. Device makers are leveraging similar opportunities."

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