Trends Report

OTT Ushers In A New Era For TV

Marketers Must Prepare Now For The Inflection In TV Viewing Behavior

April 8th, 2016
Jim Nail, null
Jim Nail
With contributors:
Brigitte Majewski , Stephanie Liu , Kristopher Arcand , Cody White , Laura Glazer


Consumers' well-demonstrated interest in watching what they want when they want it propelled the DVR and now is propelling over-the-top (OTT) viewing. Forrester's Consumer Technographics data shows OTT viewing time accelerating while the barriers our ConsumerVoices panel describes are rapidly giving way. B2C marketing professionals should begin testing and learning how their video strategies must evolve in this new environment.

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