According to Parks Associates’ OTT Video Market Tracker service, the overall churn rate for OTT services has been stable for the past year, with top services Netflix, Amazon and Hulu actually reducing their churn rates. At the end of 2015, 20% of US broadband households had cancelled at least one OTT video service in the past 12 months.
“The churn rate has held steady,” said Brett Sappington, senior director of research, Parks Associates. “These are not free trials, but instances where consumers are spending real money to try out new OTT services. One-third of households that currently subscribe to an OTT video service have cancelled one or more services in the past year, which shows that there is quite a bit of experimentation occurring right now.”
From the article "Fifth Of US Broadband Households Cancel OTT Service In Last 12 Months" by Michelle Clancy.
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