Last month, Parks Associates released new research suggesting cancellation rates for over-the-top services have held steady at about 18% for the past three years.
“With OTT service penetration starting to plateau at around 65% adoption among U.S. broadband households, the OTT video market is reaching a level of saturation for the services currently available to consumers,” said Hunter Sappington, research analyst at Parks, in a statement. “In an increasingly crowded and competitive marketplace where subscriber acquisition costs are high, this plateau highlights the need for services to focus on retention rather than solely acquisition. Successful services can encourage retention in several ways, such as community building, continuously offering new and fresh content, and improving their user experience.”
From the article "Lots of people are canceling HBO Now and Amazon Prime, study says" by Ben Munson.
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Parks Associates has released its updated top 10 list for subscription over-the-top (OTT) video services, based on number of subscribers. Netflix retained its top position while services like Sling TV...
Apple was the dominant local manufacturer by a comfortable gap between October and December, and now Parks Associates confirm the familiar status quo for the whole of last year. Namely, the research f...
