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.
That’s according to Parks Associates, which said that 25% of U.S. broadband households use an antenna to watch local broadcast TV channels, up from 15% in 2018. The firm said those figures could incre...
Neither of these methods work particularly well, at least for the kind of casual sharing that’s pervasive among friends and family members. A survey earlier this year by Parks Associates found that 18...
“Across the nation, all sorts of internet service providers have gained two new competitors,” says Kristen Hanich, the research director for Parks Associates, referring to T-Mobile and Verizon. “They...
The effect on the companies’ bottom lines remains unclear, but a study by Parks Associates, a research group, found that sharing cost the streaming video industry $500 million in 2015. One reason t...
