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August 9, 2016

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Paying for OTT content

OVER-THE-TOP TV set boxes or smart TV viewers are more willing to pay for content as rising sales and ownership are boosting the popularity among consumers, according to a latest survey.

Up to 21 percent of OTT TV users are willing to pay for online video content while only 4 percent would pay for online videos streamed through desktop computers, smartphones and tablets, according to a joint study by Dentsu Aegis Network’s media investment arm Amplifi and research partners Miaozhen and Nielsen.

All View Cloud, an online portal tracking smart TV industry, said by the end of 2016, the total ownership of OTT TV set boxes or smart TV sets would reach 213 million and double to 403 million by 2020.

The survey found 46 percent of consumers know the functions of OTT TVs and 68 percent have plans to buy OTT devices as they “are attracted by the richness of content offered by third party video streaming or on-demand video services.”


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