The Pay TV landscape appears to be fragmenting as OTT services crop up. Consumers relish having more control over the content they are paying for - nonetheless a majority dread having to juggle these separate services which would have once all been centrally available.

Accenture's research polled 21,000 consumers in 19 countries between October and November 2017, it noted that in the US alone, there are over 200 unique OTT services in the United States, hinting at how much choice there is on the market.

It found that consumers are beginning to tire of the digital migration. 86% of respondents said they don’t want to juggle multiple over the top services. 39% said they only have Pay TV or free over-the-air access showing the OTT market still has audiences to win over. 24% have Pay TV and at least one subscription service like Netflix. 23% said they only rely on a single OTT service. 14% rely only on OTT subscriptions, juggling several.

Audience attitudes have shifted, 49% said the only pay for the content they want to watch. 51% of respondents still pay for some form of content they don’t care about.

Subscriptions services has been touted for their convenience and accessibility on multiple devices. However, many are also ad free services. 64% of respondents said they are not willing to pay to remove ads from these services.

The survey also measured how much consumers pay for OTT against Pay TV, weighed by viewing hours. 23% of their budget of is on OTT, but 42% viewing times goes there. Pay TV still dominates spend and time spend consuming video.

Research released earlier this month by Deloitte found that by 2020 UK adults will have an average of four media subscriptions, across TV, music, gaming and news, showing that there are even more commitments when you look beyond TV.