This is a follow on to the recent post noting opposition to the FCC reclassifying linear OTT suppliers as pay tv providers.

A Millward Brown global survey of 13,500 multiscreen viewers concludes that the lure of online video extends to adults of all ages.  The survey polled people who own a TV and either a smartphone or tablet—in 42 countries on what they think about video advertising. People are spending as much time watching online video as they spend watching TV, The survey also found an average online viewing time of 204 minutes a day for people ages 16 to 45, split evenly between TV and online. 

Forty-nine percent of people liked mobile-app videos that reward people with virtual incentives like points for playing games, and 31 percent of consumers responded favorably to skippable mobile preroll ads. Only 14 percent of people said that they liked mobile pop-ups, the ads that take over a screen, and 15 percent tolerated nonskippable video ads.

http://www.adweek.com/news/technology/young-or-old-everyone-seems-online-video-much-tv-now-167541

Lot of new OTT players, competing with Netflix.

Source: “Premium Prospects for OTT in the USA” study from MTM, Ooyala and Vindicia