Consumers Embrace Multiscreen, OTT

According to Accenture, consumers in the United States and the United Kingdom are changing the way they view TV and video content, embracing both multiscreen technologies and over-the-top (OTT) video.

About half (49%) of consumers surveyed are viewing OTT video through a broadband connection on their TVs (50% in the United States and 48% in the U.K.) in addition to the content they traditionally watch via cable or satellite. Consumers are also viewing content on mobile devices, creating video playlists, posting videos on social media, and learning about new TV programs and video offerings through social networks.

The survey found younger viewers are leading the way in using these new technologies to view video content. In the United States, 82% of consumers between the ages of 18 and 24 watch some OTT video, with 60% watching at least a quarter of their video OTT (compared to 32% of U.S. consumers overall). In the U.K., 75% of consumers in that age group watch some OTT, with 54% watching at least 25% (compared with 28% of overall consumers) in this manner.

Younger consumers are also more likely to discover new content through social networks as opposed to learning about it through commercials or programming guides. The survey indicated that 35% of 18- to 24-year-olds are interested in social newsfeeds of videos that friends have watched compared with 11% of consumers age 45 and older.
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