According to Parks Associates, approximately 22% of U.S. broadband households use an antenna to watch over-the-air video broadcasts. Households with both antennas and pay TV subscribe to multiple OTT video services and are more likely to own connected entertainment devices than are average broadband households or pay TV-only households.

"We see two different groups of antenna users today," said Brett Sappington, senior director of research at Parks. "Some do use antennas exclusively, providing them with a no-cost way to get quality entertainment, live sports, and news. However, a second group uses antennas and over-the-air content as a supplement to a much larger entertainment portfolio. This segment is leading the demand for universal discovery across multiple content sources that simplifies the process of quickly finding something to watch."