A study by Parks Associates says 86% of Roku owners employ a subscription over-the-top service, compared with 77% of Apple TV owners, while Roku users are more likely to have a Netflix subscription, 75% to 63%. Forty percent of Apple TV owners utilize Amazon Prime Instant Video, compared with 28% of Roku customers, according to Parks. "Many pay-TV subscribers are also OTT users, but they have to move outside of their provider's service interface to access OTT content," says Brett Sappington of Parks.

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