Findings from market research and consulting company Parks Associates indicate that 37 per cent of US broadband households regularly use transactional services for OTT video, such as online video rentals and downloads. The vast majority of consumers making these à la carte purchases also have a streaming video subscription, emphasising the potential role of transactional services to supplement subscription OTT. For example, approximately two-thirds of Amazon Prime Instant Video subscribers also rent or purchase titles through the service, and their average expenditures are increasing. By contrast, expenditure on downloads among Netflix subscribers is decreasing.
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