Because canceling something online can be so easy, you tend to see higher cancellation rates across the streaming TV industry, said Glenn Hower, a senior analyst at the market research firm Parks Associates. Although just 1 percent of cancellations are by viewers discontinuing a free trial, many people appear to be spending a matter of months on a streaming service before switching.
“The churn numbers tend to be pretty high, indicating there are a substantial number of consumers subscribing to a service for a short time and then bailing out,” Hower said. Studies by Parks Associates have found that, on average, streaming services manage to hang on to customers for little more than a year. Netflix enjoys more staying power than most, retaining customers for an average length of 3.5 years, according to Hower.
From the article "Meet the sometime-streamer: TV watchers who sign up for one show — then cancel" by Brian Fung.
The majority of consumer electronics (CE) buyers, 71%, only consider one brand when shopping, according to new consumer research from Parks Associates. In some categories the numbers are even more ove...
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...
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...
Parks Associates research indicates 40 percent of U.S. smartphone owners use voice-recognition software, generally eclipsing the use of phones for streaming music to speakers or video to a second scre...
