1 min read

Who’s Watching OTT?

We all know the trend. Millennials, and now Gen Z are now more than ever cutting the cord and going straight to OTT content like Netflix, Amazon, YouTube, and Hulu.  We call these people Cord Cutters, Cord Nevers, and Broadband-Only homes.

  • “Cord cutters” perceive streaming services as more valuable and less cluttered with advertisements.  They do not pay for cable subscription television and favor some combination of broadband internet and IPTV(internet protocol television), DVRs, digital terrestrial TV, or free-to-air satellite television.
  • “Cord nevers” are young people who grew up accustomed to watching shows online and thus would be less likely to subscribe to pay television services. They are not used to reserving time for a particular show. They perceive television as a convenience in their control with limitless possibilities.
  • “Broadband-only homes” Most TV Networks have begun offering internet streaming services, where users can watch their favorite shows online either via an existing cable subscription, or by simply watching their favorite TV Network’s latest and great season online without the need of a subscription. Free digital access packages are being offered through their optimum Wi-Fi network allowing users to stream freely (with ads of course) with options to add big networks like HBO a la carte.

If you think about viewership, and who you’re reaching with OTT, it’s different than your typical web video viewership.  Web video viewership typically consists of an individual on their mobile device, tablet, or laptop computer.  OTT viewership typically consists of families or partners watching streaming (over-the-top content).  OTT viewership tends to be more engaged, longer, and higher-quality. Where web video viewership is absorbed in quick spurts with shorter low quality engagements.