Over 50% of U.S. broadband households now use paid over-the-top (OTT) video services, either subscription or transactional, according to research from Parks Associates (http://www.parksassociates.com). The firm also notes 37% of consumers 18-24 say online video is their most important video source.

"Parks Associates research shows 45% of U.S. broadband households subscribe to a paid online video service, with younger consumers such as Millennials more likely than older consumers to use OTT services," says John Barrett, director, Consumer Analytics, Parks Associates.

According to the market research firm, online video is one of the most important sources of video among all U.S. broadband households. Over 40% of U.S. broadband households selected online video as one of the top three important sources of video, versus 25% for rented DVDs or 13% for owned Blu-ray discs.