Millennials are most likely to be subscribers to streaming video services – either as cord cutters or augmenting traditional cable TV packages.

So reports Parks & Associates in a new report.

The research firm says 23 percent of millennial heads of households with broadband subscribe to so-called Over-the-Top, over OTT, entertainment.

The overall national average is 15 percent.

However, Millennials also are more likely to subscribe to a mix of cable and OTT services at 61 percent vs. the 52 percent overall average.


“Younger consumers are willing to subscribe to pay-TV service, provided the offerings align with their expectations,” explained Ruby-Ren Bond, Research Analyst at Parks Associates, about the findings.

“In particular, Millennials show higher-than-average affinity for popular culture and premium movie channels as well as programming for younger children.”

Other findings in the report include:

  • Nearly 60% of OTT video services in the North American market are subscription-based.
  • 64% of U.S. broadband households subscribe to an OTT video service, up from 59% in 2015.
  • Average monthly spending on Internet-based subscription video-on-demand (SVOD) services among U.S. broadband households increased from $3.71 per month in 2012 to $6.19 per month in 2015.
  • Approximately 20% of U.S. broadband households canceled at least one OTT video service in 2015.
  • 5% of U.S. broadband households canceled Netflix in 2015, up from 4% of households reporting in 2Q 2015 that they canceled the service in the past 12 months.
  • 14% of U.S. broadband households subscribe to Hulu, and 7% of U.S. broadband households canceled the service in 2015, roughly the same churn rate from Q2 2015.
  • 24% of U.S. broadband households report having a subscription to Amazon so that they can stream video. The churn rate for Amazon’s video service declined slightly from Q2 2015 to the end of the year.