OTT playback share in the U.S.2020, by service type
Between the third quarters of 2019 and 2020, the share of content playback on free OTT services in the United States increased only by one percent, whilst subscription viewing grew by 15 percent. Whilst free content is always appealing, the majority of playback still happened on subscription services, showing U.S. viewers' commitment to the SVoD model. One reason for this could the COVID-19 outbreak, which saw many consumers turn to TV and movie viewing to keep themselves entertained during lockdown. By contrast, TV Everywhere was less popular, with playback on these services falling by 58 percent year on year.