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.
According to sleep research from Parks Associates, nearly 29 million U.S. broadband households currently own a product that helps them track their sleep quality, representing less than half of the nea...
Smart locks contribute enhanced convenience as well as increased security, two of the principal driving factors in any smart device sales. In fact, a recent Parks Associates study found that 45% of sm...
A study from Parks Associates found that “one-third of smart device owners in U.S. broadband households have increased usage of their devices during the COVID-19 pandemic, including 46% of smart door...
During its CEDIA Expo TechTalk, Google Nest mentioned one key statistic that set the tone for the rest of the presentation: According to Parks Associates, 43% of US broadband households intend to purc...
