According to Parks Associates, 25% of OTT video subscribers in U.S. broadband households plan to upgrade their broadband service in the next 12 months. The research house say only 7% of consumers who watch video exclusively on television plan to upgrade their pay TV service in the next 12 months, compared to 22% of consumers with above-average viewing on all platforms, including computers and mobile devices.

"Evolving usage habits around multiscreen viewing are shaping all aspects of the industry, including service delivery, content production, and the devices consumers use to access content," wrote Brett Sappington, Parks' director of research. "Today, one-third of broadband households that own three or more connected devices state that they are likely to upgrade their broadband service in the next 12 months. These high-speed connections will enable improved experiences, encouraging consumers to spend even more time with connected entertainment."