Consumer behavior followed suit: Digital adoption and/or time spent unexpectedly spiked for services like digital video, OTT subscriptions, messaging apps, health and fitness apps, and anything else users could enjoy at home. Meanwhile, digital services related to OOH activities, such as much of the sharing economy, saw usage dip significantly.

We previously referred to these products as “linear OTT,” but going forward, we will use the term virtual multichannel video programming distributor (vMVPD). The number of vMVPD viewers is still growing, but they’re not replacing pay TV defectors at the rate they used to. We forecast that in 2020, the number of US vMVPD households will reach 10.5 million, up 10.8% over 2019.

For context, we estimate there will be 109.7 million monthly Roku users in the US this year, with more than half (57.2 million) of those users also watching The Roku Channel every month—nearly a quarter of all those who use an over-the-top video service.

Insider Intelligence spoke with Carolyn Feinstein, Varo Bank’schief marketing, growth, and design officer, to better understand how CMOs are redefining their roles as digital becomes the default banking channel for customers