• by Wayne Friedman , November 27, 2012

There has been a sharp increase in out-of-the-box video viewing for over-the-top television.

With the growth of Netflix and other services, a new Accenture survey indicates that 49% of U.S. and U.K. consumers are viewing some over-the-top (OTT) video through a broadband connection via their TV sets.

The researcher says the 49% level represents a sharp increase in OTT video consumption from the 8% level that Accenture last measured among viewers in March 2011.

In terms of actual subscriptions for the likes of Netflix and other services, the research says in the U.S., 27% of those surveyed subscribe to OTT services, with subscriptions in the U.K. at 26%. 

Young consumers are way ahead of older TV viewers. Eighty-two percent of U.S. viewers between the ages of 18 and 24 are watching some OTT video via broadband through TVs, and about 60% are watching 25% of all their video consumption via over-the-top, broadband means on TV sets. Looking at all U.S. consumers, 32% watch a quarter of their video via OTT.

The numbers are a bit lower in the U.K. -- where 75% of young consumers watch some OTT, with 54% watching at least 25% of all their video. This compares with 28% of TV viewers in the U.K. who watch 25% of all their video via OTT.

When it comes to mobile devices, Accenture says 24% of consumers are using these to watch short videos and clips; 15% to watch user-generated content; 6% to watch live content; and 4% to watch full-length movies.

"Watching TV from Shutterstock"