Wireless & Mobile Landscape

U.S. Consumers and OTT Services: Who uses these video and communication apps and how?

Over the Top (OTT) services are becoming increasingly popular and offer services that range from messaging and photo sharing to video chat applications and video on-demand services. While some of these services are used on devices connected to the Internet over a wired connection, such as connected TVs and laptops, many more are increasingly being used on mobile devices. As the OTT services’ mobile usage increases, so does their demand on the mobile data network.

This iGR market study profiles the video and communication OTT services being used by various groups of U.S. consumers. The study focuses on the following services: Amazon Prime Video, Apple FaceTime, Apple iTunes, Google Hangouts, Google Play Movies, Hulu, Instagram, Netflix, Skype, Snapchat, WhatsApp, and YouTube.

For each OTT service, iGR analyzes how demographic and mobile service variables affect its usage, how frequently the service is used, and on which devices, both mobile and otherwise, consumers use the service. The data in this market study is based on a Web-based survey of over 1,021 U.S. consumers that iGR fielded during May 2016.


Key Questions Answered

  • What percentage of U.S. mobile consumers use the following video OTT services – Amazon Prime Video, Apple iTunes, Google Play Movies, Hulu, Netflix, and YouTube?
  • What percentage of U.S. mobile consumers use the following communication OTT services – Apple FaceTime, Google Hangouts, Instagram, Skype, Snapchat, and WhatsApp?
  • What trends exists between consumers’ use of mobile services and their use of video and communication OTT services?
  • What trends exist between demographic variables and consumers’ use of video and communications OTT services?
  • How often do U.S. consumers use each OTT service?
  • On which devices do U.S. consumers use each OTT service?

Who Should Read

  • OTT service providers
  • Mobile service providers
  • Financial and investment analysts.

Table of Contents

  • Abstract
  • Executive Summary
    • OTT Services Used
    • Frequency of Use
    • Devices Used
  • Methodology
  • Video OTT Services
    • Amazon Prime Instant Video
    • Apple iTunes
    • Google Play Movies & TV
    • Hulu / Hulu Plus
    • Netflix
    • YouTube
  • Communication OTT Services
    • Apple FaceTime
    • Google Hangouts
    • Instagram
    • Skype
    • Snapchat
    • WhatsApp
  • Video OTT Services Used
    • Video OTT Services by Mobile Service Variables
    • Video OTT Services by Demographic Variables
    • Reasons Video OTT Services are used
  • Video OTT Services – Frequency of Use
  • Video OTT Services – Devices Used
  • Communication OTT Services Used
    • Communication OTT Services by Mobile Service Variables
    • Communication OTT Services by Demographic Variables
    • Reasons Communication OTT Services are used
  • Communication OTT Services – Frequency of Use
  • Communication OTT Services – Devices Used
  • Survey Demographics
    • Demographic Profile of U.S. Consumer Respondents
  • Definitions
    • General
    • Device Types
    • Services
    • Network Technology
  • About iGR
    • Disclaimer

List of Tables

  • Table 1: Current Use of Video OTT Services
  • Table 2: Video OTT Services by Service Provider, Indexed
  • Table 3: Video OTT Services by Time Spent Talking on the Phone, Indexed
  • Table 4: Video OTT Services by Smartphone Operating System, Indexed
  • Table 5: Video OTT Services by Tablet Operating System, Indexed
  • Table 6: Video OTT Services by Devices used in Household, Indexed
  • Table 7: Video OTT Services by Home Internet Connection Speed, Indexed
  • Table 8: Video OTT Services by Time Spent on the Go, Indexed
  • Table 9: Video OTT Services by Age, Indexed
  • Table 10: Video OTT Services by Gender, Indexed
  • Table 11: Video OTT Services by Employment, Indexed
  • Table 12: Video OTT Services by Number in Household, Indexed
  • Table 13: Video OTT Services by Age of Children in Household, Indexed
  • Table 14: Video OTT Services by Education, Indexed
  • Table 15: Video OTT Services by Marital Status, Indexed
  • Table 16: Video OTT Services by Income, Indexed
  • Table 17: Video OTT Services by Type of Residence, Indexed
  • Table 18: Video OTT Services by Type of Area, Indexed
  • Table 19: Reasons to use Video OTT Services
  • Table 20: Hulu Frequency of Use
  • Table 21: YouTube Frequency of Use
  • Table 22: Netflix Frequency of Use
  • Table 23: Amazon Prime Video Frequency of Use
  • Table 24: Apple iTunes Frequency of Use
  • Table 25: Frequency of Use for all Video OTT Services
  • Table 26: Hulu – Devices Used
  • Table 27: YouTube – Devices Used
  • Table 28: Netflix – Devices Used
  • Table 29: Amazon Prime Video – Devices Used
  • Table 30: Apple iTunes – Devices Used
  • Table 31: Devices Used for all Video OTT Services
  • Table 32: Current Use of Communication OTT Services
  • Table 33: Communication OTT Services by Service Provider, Indexed
  • Table 34: Communication OTT Services by Time Spent Talking on the Phone, Indexed
  • Table 35: Communication OTT Services by Smartphone Operating System, Indexed
  • Table 36: Communication OTT Services by Tablet Operating System, Indexed
  • Table 37: Communication OTT Services by Devices used in Household, Indexed
  • Table 38: Communication OTT Services by Home Internet Connection Speed, Indexed
  • Table 39: Communication OTT Services by Time Spent on the Go, Indexed
  • Table 40: Communication OTT Services by Age, Indexed
  • Table 41: Communication OTT Services by Gender, Indexed
  • Table 42: Communication OTT Services by Employment, Indexed
  • Table 43: Communication OTT Services by Household Size, Indexed
  • Table 44: Communication OTT Services by Age of Children in Household, Indexed
  • Table 45: Communication OTT Services by Education, Indexed
  • Table 46: Communication OTT Services by Marital Status, Indexed
  • Table 47: Communication OTT Services by Income, Indexed
  • Table 48: Communication OTT Services by Type of Residence, Indexed
  • Table 49: Communication OTT Services by Type of Area, Indexed
  • Table 50: Reasons to use Communication OTT Services
  • Table 51: Skype Frequency of Use
  • Table 52: Instagram Frequency of Use
  • Table 53: Snapchat Frequency of Use
  • Table 54: FaceTime Frequency of Use
  • Table 55: WhatsApp Frequency of Use
  • Table 56: Google Hangouts Frequency of Use
  • Table 57: Frequency of Use for all Communication OTT Services
  • Table 58: Skype – Devices Used
  • Table 59: Instagram – Devices Used
  • Table 60: Snapchat – Devices Used
  • Table 61: FaceTime – Devices Used
  • Table 62: WhatsApp – Devices Used
  • Table 63: Google Hangouts – Devices Used
  • Table 64: Devices Used for all Communication OTT Services
  • Table 65: Respondent Age
  • Table 66: Respondent Gender
  • Table 67: Respondent Ethnic Background
  • Table 68: Respondent Annual Household Income
  • Table 69: Respondent Level of Education
  • Table 70: Age of Children in Household
  • Table 71: Respondent Region
  • Table 72: Respondent Marital Status

List of Charts and figures

  • Figure A: Current Use of Video OTT Services
  • Figure B: Current Use of Communication OTT Services
  • Figure C: Frequency of Use for all Video OTT Services
  • Figure D: Frequency of Use for all Communication OTT Services
  • Figure E: Devices Used for all Video OTT Services
  • Figure F: Devices Used for all Communication OTT Services
  • Figure 1: Current Use of Video OTT Services
  • Figure 2: Video OTT Services by Service Provider, Indexed
  • Figure 3: Video OTT Services by Time Spent Talking on the Phone, Indexed
  • Figure 4: Video OTT Services by Smartphone Operating System, Indexed
  • Figure 5: Video OTT Services by Tablet Operating System, Indexed
  • Figure 6: Video OTT Services by Devices used in Household, Indexed
  • Figure 7: Video OTT Services by Home Internet Connection Speed, Indexed
  • Figure 8: Video OTT Services by Time Spent on the Go, Indexed
  • Figure 9: Video OTT Services by Age, Indexed
  • Figure 10: Video OTT Services by Gender, Indexed
  • Figure 11: Video OTT Services by Employment, Indexed
  • Figure 12: Video OTT Services by Number in Household, Indexed
  • Figure 13: Video OTT Services by Age of Children in Household, Indexed
  • Figure 14: Video OTT Services by Education, Indexed
  • Figure 15: Video OTT Services by Marital Status, Indexed
  • Figure 16: Video OTT Services by Income, Indexed
  • Figure 17: Video OTT Services by Type of Residence, Indexed
  • Figure 18: Video OTT Services by Type of Area, Indexed
  • Figure 19: Reasons to use Video OTT Services
  • Figure 20: Hulu Frequency of Use
  • Figure 21: YouTube Frequency of Use
  • Figure 22: Netflix Frequency of Use
  • Figure 23: Amazon Prime Video Frequency of Use
  • Figure 24: Apple iTunes Frequency of Use
  • Figure 25: Frequency of Use for all Video OTT Services
  • Figure 26: Hulu – Devices Used
  • Figure 27: YouTube – Devices Used
  • Figure 28: Netflix – Devices Used
  • Figure 29: Amazon Prime Video – Devices Used
  • Figure 30: Apple iTunes – Devices Used
  • Figure 31: Devices Used for all Video OTT Services
  • Figure 32: Current Use of Communication OTT Services
  • Figure 33: Communication OTT Services by Service Provider, Indexed
  • Figure 34: Communication OTT Services by Time Spent Talking on the Phone, Indexed
  • Figure 35: Communication OTT Services by Smartphone Operating System, Indexed
  • Figure 36: Communication OTT Services by Tablet Operating System, Indexed
  • Figure 37: Communication OTT Services by Devices used in Household, Indexed
  • Figure 38: Communication OTT Services by Home Internet Connection Speed, Indexed
  • Figure 39: Communication OTT Services by Time Spent on the Go, Indexed
  • Figure 40: Communication OTT Services by Age, Indexed
  • Figure 41: Communication OTT Services by Gender, Indexed
  • Figure 42: Communication OTT Services by Employment, Indexed
  • Figure 43: Communication OTT Services by Household Size, Indexed
  • Figure 44: Communication OTT Services by Age of Children in Household, Indexed
  • Figure 45: Communication OTT Services by Education, Indexed
  • Figure 46: Communication OTT Services by Marital Status, Indexed
  • Figure 47: Communication OTT Services by Income, Indexed
  • Figure 48: Communication OTT Services by Type of Residence, Indexed
  • Figure 49: Communication OTT Services by Type of Area, Indexed
  • Figure 50: Reasons to use Communication OTT Services
  • Figure 51: Skype Frequency of Use
  • Figure 52: Instagram Frequency of Use
  • Figure 53: Snapchat Frequency of Use
  • Figure 54: FaceTime Frequency of Use
  • Figure 55: WhatsApp Frequency of Use
  • Figure 56: Google Hangouts Frequency of Use
  • Figure 57: Frequency of Use for all Communication OTT Services
  • Figure 58: Skype – Devices Used
  • Figure 59: Instagram – Devices Used
  • Figure 60: Snapchat – Devices Used
  • Figure 61: FaceTime – Devices Used
  • Figure 62: WhatsApp – Devices Used
  • Figure 63: Google Hangouts – Devices Used
  • Figure 64: Devices Used for all Communication OTT Services
  • Figure 65: Respondent Age
  • Figure 66: Respondent Gender
  • Figure 67: Respondent Ethnic Background
  • Figure 68: Respondent Annual Household Income
  • Figure 69: Respondent Level of Education
  • Figure 70: Age of Children in Household
  • Figure 71: Respondent Region
  • Figure 72: Respondent Marital Status

For additional information on the U.S. Consumers and OTT Services: Who uses these video and communication apps and how? market study, please contact Iain Gillott, at (512) 263-5682 or by email.