A new report analyzing over a quarter of a million video subscribers reveals a trend of consumers watching local cable television through consumer OTT devices.

In an analysis of 130 independent video operators across North America, using the MG-TV solution from Innovative Systems, over 290,000 consumer devices, including Amazon Fire TV, Apple TV, and Roku devices, are being used to watch linear subscription television. The report reveals that 30% of devices used by consumers are over-the-counter consumer devices, compared to 70% that use proprietary set-top boxes provided by the video operator.

The key insight from this data is the shift towards a bring-your-own-device model while still subscribing to the local video provider.