According to a Clearleap survey on consumer viewing habits and behaviors on streaming video services, OTT is catching up to cable and has passed it in some demographic groups. Among the findings:
- Streaming service penetration is now on par with cable. Of those surveyed, 78.85% reported currently subscribing to cable, and 71.37% confirmed that they had used a streaming service (either previously or currently).
- Millennials are leading the OTT revolution. Of respondents between the ages of 18-29, 70.32% currently use a streaming service, while 64.41% currently subscribe to cable. Additionally, 26.48% of respondents in this age category have never subscribed to cable.
- If they received their preferred content, users would be willing to pay slightly more than most services' monthly fees as of July 2015. When current streaming service users were asked what they would be willing to spend on a service that featured their three preferred types of content, 42.66% indicated that they would pay $10-$25 per month, which is higher than what Netflix, Hulu and Amazon charged at the time the survey was issued.