Parks: Most Americans want YouTube in pay TV package

Multichannel Video Programming Distributors (MVPDs) worried about losing customers to over-the-top (OTT) video offerings should include that content as part of their pay TV packages, research from Parks Associates suggests.

The biggest reason to add OTT to pay TV is that it's what customers want, the researchers said. The second best reason is to put a crimp in competing online video services.

"Virgin Media (Nasdaq: VMED) has added a YouTube app to its EPG (electronic program guide) for its TiVo customers, answering their demand for access to online video (and) consumers are changing their video viewing habits as a result of online content and premium services and now operators are changing business models and offerings," said Brett Sappington, research director at Parks Associates in a press release.