According to Parks Associates, 55% of U.S. broadband households subscribe to an OTT video service, up from 44% in 2013. Subscriptions are highest among households with a younger head-of-household, with 72% among ages 18-24 and 71% among ages 25-34 having an OTT service subscription.

"Consumers in key demographics have adopted OTT services in large numbers, and now both content companies and service providers need to develop the technologies and solutions to deliver high-quality video experiences to these subscribers," said Glenn Hower, research analyst at Parks.