Trends in Over-the-Top Media

Trends in Over-the-Top Media Comscore

From the myriad of methods to stream your favorite network show on your phone, on your computer from the major content and entertainment producers, the advertising landscape is ever-changing.

Comscore recently published The State of OTT from Comscore OTT Intelligence, a report on OTT (Over-The-Top) media trends that capture behavioral usage of 97 million U.S. homes with wireless internet. The benchmarking report shows continued leaps and bounds in technology and content development, the continued dominance of a few dominant providers with new players entering the market, and continued growth of the OTT content streaming replacing traditional ISP cable TV programming.

Adaptive changes in services from content providers such as Disney, Hulu, and Netflix continue to influence evolving user media behavior and their method of consumption and engagement. Demographics, generational differences, socio-economics continues to play a defining role in user trends as the entertainment market evolves.

While the effect of COVID-19 quarantines has yet to be fully seen, companies and their marketers who are looking to invest awareness, branding, and advertising dollars would be advised to review this report on household viewership trends.

Trends and Snapshots in Over-the-Top (OTT) Media

Scope and Reach
Market Share
Behavioral usage by segment
Demographics of segments

Trending Terms in Over-the-Top Media metrics

  • Over-the-top (OTT): Any video streamed on a device that can connect to a TV, or functionality within the TV itself, to facilitate the delivery of Internet-based video content.
  • OTT streaming households: Homes with OTT devices that stream content on those devices.
  • OTT services/apps: Any app or service that provides content via OTT and bypasses traditional distribution
  • Pure-play vMVPDs: OTT services that are exclusively vMVPDs, excluding services like YouTube and Hulu that have substantial non-linear content.
  • Smart TV: An internet-connected television on which users can stream OTT content.
  • Streaming box/stick: Refers to devices that connect to a TV for the purpose of streaming video (e.g. Roku, Amazon Fire TV, Apple TV, and Chromecast).
  • Virtual MVPD provides multiple television channels through the internet without supplying its own data transport infrastructure (i.e. coaxial cable, fiber, or satellite technology).
  • Cordless: A home that has no traditional pay-TVservice (cable/satellite)
  • Cord-cutter: A home that has had a traditional pay-TV(cable/satellite) subscription in the past five years.
  • Cord-never: A home that has not had a traditional pay-TV(cable/satellite) subscription in the past five years.
  • Computer: All PC and Mac computers, including desktops and laptops. Excludes tablets and smartphones.
  • Heavy streamers: The top 20 percent of OTT households based on duration.
  • Light streamers: The bottom 50 percent of OTT households based on duration.
  • Medium streamers: The next 30 percent of OTT households (after heavy streamers) based on duration.
  • MVPD: Multichannel video (live TV) programming distributor (cable/satellite companies).

View the Report by clicking here The State of OTT from Comscore OTT Intelligence.