OVER-THE-TOPA valuable set of streaming consumers comprised of

tech-savvy adults with disposable income.

When streaming emerged at the turn of the century, the way that internet users consumed entertainment media completely change. Music listeners previously had to make a trip to a CD store to get a new album for around $10, but streaming’s utilization of over-the-top distribution, such as the internet, allowed anyone with a broadband connection to have access to unlimited music, often times for very little cost. Ever since then, entertainment industries

studios, TV networks, and record labels.

The technology has often changed faster than the industry can keep up: Napster was shut

over-the-top offerings for listening and viewing media have quickly grown to be a pivotal part of peoples’ media habits.

All the while, the users of streaming services, known within the entertainment industry as

“over-the-top,” were some of the biggest fans: tech savvy teens that just really like media.

They went to concerts, went to movies, and made purchases. Today, they’re known as

“millennials,” and they are valuable consumers all over the world.

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Introduction

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The people who use Over-the-top are mostly under 30, and they’re from all over the world.

The People

Ages of Over-the-top viewership

17 & younger

15%

18-24

42.7%

25-29

18.4%

30-36

11.5%

37-45

6%

46-52

2.1%

Comprised of both men and women, the ages of the men skew slightly younger than women.

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Over-the-top viewership Ages, Men and Women

12.5%

25.0%

37.5%

50.0%

17 &

younger 18-24

25-29

30-36

37-45

46-52

53-65

66+

no answer

Women

Men

Over-the-top viewership Home Market Value vs. US Average

-80

0

80

160

$1,000 +

$25,000 +

$50,000 +

$75,000 +

$100,000 +

$125,000 +

$150,000 +

$175,000 +

$200,000 +

$225,000 +

$250,000 +

$275,000 +

$300,000 +

$350,000 +

$400,000 +

$450,000 +

$500,000 +

$750,000 +

$1 Mill

ion +

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In fact, it was shown that those who listen to both purchased and streamed music actually - than those who only listen to purchased (£95.31

compared to £41.40)¹. Over-the-top users are furthermore 170% more likely to have purchased digital musicof over-the-top creates budget allowances for the media that they purchase: over half of respondents in this study spend at least $54, and more than a third spend over $100.

The viewership of over-the-top has money to spend, as well. Currently, American millennials spend $600 billion annually, estimated to be $1.4 trillion by 2020³. There is more wealth in their pipeline, too: Accenture is predicting a $30 billion inheritanceMillennials4. And, the millennials are careful shoppers who are very brand loyal and plan to not be swayed by their incoming inheritance.

The Value

The viewership of Over-The-Top are high-spending and brand-loyal consumers, and

streaming merely offers an avenue for them to satiate their desire for new media in

experiences and products that mean the most to them.

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Sources https://torrentfreak.com/massive-music-piracy-plunge-fails-to-halt-decline-in-sales-130919/

http://business.time.com/2013/09/11/millennial-shoppers-big-on-browsing-not-splurging/

Over-the-top viewership, with their tech-savviness and disposable income, are the

ultimate consumers. PeerLogix has aggregated information on actions within this

community, and we’re able to connect individuals directly with brands. Instead of

The Opportunity

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