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The OTT video market has grown into maturity over the last decade. Several hundred million consumers regularly pay to watch films and TV shows over the internet, underlining that OTT video has truly become a mass-market proposition. This report analyzes the key results from Ovum's Digital Consumer Insights 2018 survey with regard to TV and video services.


  • TV and online video platforms are not mutually exclusive. Ovum's survey indicates that consumers are becoming confident in navigating offerings across traditional TV and online video services and that they are self-bundling from a host of complementary video services. Nearly half of all pay-TV households subscribe to online video services; households that rely solely on Netflix are in the minority.
  • 40% of global OTT users buy access to a linear OTT TV service. TV companies everywhere are increasingly pushing standalone or direct-to-consumer (D2C) online services, and Ovum's survey demonstrates a healthy appetite for services that are firmly centered around linear TV content.
  • More than half of paid online video users buy more than one service. While Netflix's dominance is near total – more than two-thirds of OTT video users have access to Netflix – the majority of respondents indicated that Netflix is not enough to satisfy their online entertainment needs.

Features and Benefits

  • Assesses how audience buying behaviour is evolving in the era of OTT video.
  • Analyzes the phenomena of multisubscription households.

Key questions answered

  • What proportion of pay-TV subscribers also buy OTT video services?
  • What proportion of Netflix subscribers also buy Amazon Video?

Table of contents


  • Introduction
  • Download 1: Digital Consumer Insights 2018: OTT Video