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Almost a third of consumers subscribe to OTT services via aggregators, according to Parks Associates latest research. These aggregators – Amazon Prime Video Channels, the Roku Channel, and Apple TV Channels – have first-party support on Fire TV, Roku, and Apple TV streaming media players and televisions. This level of consumer subscription through aggregators is indicative of an underlying trend. Though OTT-based disaggregation within the industry away from the traditional pay-TV content models of old has created more choice for consumers, consumers overwhelmed by an overload of content choice and numerous separate bills are now seeking simplification. Competition and the constant threat of churn in the OTT market are driving efforts to improve engagement and satisfaction by delivering an aggregated, simplified experience to consumers - whether via the platform, interface, app, subscription, or billing level of the equation.
