iWorld
More than 85% of US millennials tune in to OTT platforms
MUMBAI: Over-the-top (OTT) platforms have become the new opium for millennials. According to a new report from the analyst firm Parks Associates, more than 85 per cent of millennials in the US subscribe use at least one OTT video service. Interestingly, the number of OTT subscribers among other generations is also growing gradually.
An earlier report from Parks Associates showed that the number of households worldwide with an OTT video service subscription will exceed 265 million by 2022. Since 2010, a steady increase has been noticed in the adoption of smartTVs and streaming media players.
Many of the millennials opt for more than one platform for browsing. More than one-fourth of millennials subscribe to three or more OTT services, and more than 50 per cent subscribe to at least two. OTT service penetration among ‘Baby Boomers’( 1946-64) and older generations grew more than 10 per cent between the two groups as a whole between 2016 to 2017.
“Overall penetration of subscription OTT video services among millennials has topped out, suggesting that those households that want such a subscription already have one or more. The more interesting and important question is how many subscriptions they will keep,” Parks Associates research senior director Brett Sappington said.
Millennials are more prone to consume online content not only because of a personalized experience but also due to the flexibility it offers. Various reports since 2014 have highlighted how millennials are opting for streaming services like Netflix, Hulu, Amazon over television.
Parks Associates researcher Hunter Sappington thinks self-aggregating content is simply a part of the entertainment experience, particularly in millennial households.
“Their evaluation criteria for services, and brand loyalty, differs from that of previous generations. To take advantage of this self-aggregation trend, providers need to understand the evaluation criteria consumers use for their OTT services, which can vary from household to household,” he commented.
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Global OTT subs to cross 265 mn by ’22: Park Associates
eNews
Piyush Thakur steps down as Inshorts’ chief revenue officer
Former vice president and cro says exit marks a new chapter after close to a decade of building revenue and partnerships at Inshorts Group.
NOIDA: Piyush Thakur has stepped away from Inshorts Group after nearly 10 years with the company, marking the end of a long tenure that culminated in his role as chief revenue officer.
In a farewell note, Thakur said he was “turning a new page” after almost a decade at Inshorts, calling it one of the hardest professional decisions he has made. He added that his exit was not driven by uncertainty about the future, but by reflection on a long association with the company.
Thakur joined Inshorts in October 2016 as vice president and spent around seven years in the role before being elevated to chief revenue officer in April 2024, a position he held until April 2026.
He said his tenure was defined by “thousands of mornings, late nights, product debates and breakthrough moments”, as the company evolved into a large-scale digital news platform used by millions.
In his note, Thakur emphasised that Inshorts’ growth was a collective effort across teams, adding that engineers, designers, sales teams and customer support staff all contributed to building the platform. He said the company’s success was not the result of individuals but of “everyone who stayed, passed through, and left their mark”.
Before Inshorts, Thakur worked across several digital media and business development roles. At ESPN, he served as senior regional manager from October 2015 to October 2016, focusing on growth initiatives, strategic opportunities and video distribution.
At Times Internet, he worked for nearly three years, including as head of business development from April 2015 to September 2015 and chief manager from January 2013 to March 2015. His responsibilities included monetisation of mobile platforms, managing media and developer partnerships, and driving revenue across digital properties such as The Times of India and The Economic Times.
Earlier, he worked at Brandmovers as head of business development from June 2012 to June 2013, handling digital, mobile and social media marketing solutions, client development and strategic consulting. During this period, he also worked on advertising revenue, brand strategy and CRM-based solutions.
At Inshorts, Thakur’s role focused on revenue strategy, mobile and media partnerships, and growth initiatives across platforms. His profile highlights experience in mobile product management, digital business models, partner ecosystems and revenue expansion in high-growth environments.
