Parks Associates found that 17 percent of U.S. homes with broadband are likely going to subscribe to HBO’s new over-the-top streaming service when it launches later in 2015.
The research firm found that about one half of those that said they’d subscribe would also plan to cancel their pay-TV service after signing up for the streaming service. The survey took place between October and December of 2014, and it surveyed 10,000 broadband homes. About 91 percent of the current broadband home in the United States are also pay-TV customers.
“HBO picked a good time to announce its standalone HBO Go OTT service in the U.S.,” said Parks Associates research analyst Glenn Hower. “The percentage of subscribers interested in OTT video services is trending upward, and more industry players are planning to launch their own OTT services. Dish announced at CES 2015 that its OTT service, Sling TV, will include live TV such as CNN, ESPN, ESPN2, TNT, and TBS. Inclusion of sports programming could be a major boon for a standalone OTT service as sports is one of the primary reasons consumers elect to keep pay-TV services.”