Over-the-top video is continuing to grow in popularity in the U.S., according to a new report.
Knowledge Networks said that both streamed and downloaded OTT video, to virtually all platforms, has seen double-digit growth in the past year, and it is becoming increasingly popular across almost all age groups.
The report said Gen X, Gen Y and Baby Boomers all were watching more OTT video and said the main drivers of the trend were smartphones, videogame consoles, and video rental services.
Monthly use of any digital service connected to a TV rose almost 50 percent during the year--from 13 percent to 19 percent--within the 13-to-54 age group, where monthly use of an alternative method for viewing TV programs or movies grew by over one-third in a year, from 26 percent in 2010 to 35 percent in 2011.
The report also found Gen Y viewers are almost four times as likely to view mobile video than Baby Boomers and twice as like to watch streaming video.
And, said David Tice, VP and group account director at Knowledge Networks, the increasing number of platforms available to watch OTT video is creating problems.
"This poses a variety of challenges--in measurement, accountability, planning, and targeting," he said. "Video is increasingly un-tethered, but the core elements of the video experience and the rich context it provides remain remarkably intact."
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