Hulu is in 14% of all U.S. broadband subscribers, about 12.6 million subscribers. Parks says Hulu had a churn rate that equates to about half its subscribers.
Looking at all U.S. broadband subscribers, 20% of U.S. broadband households had cancelled at least one OTT video service in the past 12 months. In second quarter 2015, 18% had done so.
Parks says that 33 new OTT services entered the U.S. market in 2015 -- to total a little more than 100 OTT services overall. Only 5% of U.S. broadband households have a subscription to one or more services beyond Netflix, Amazon, and Hulu.
From the article "Netflix Has Low 'Churn' Rate Among Top OTT Services" by Wayne Friedman.
Perhaps the bigger surprise is that more haven’t exited the market — yet. “We’re finding that there are many services that are … getting enough subscribers just to be able to be sustainable,” Brett Sa...
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The popular “subscription fatigue” narrative is that consumers have topped out on the number of over-the-top services they’re willing to pay for and are now in pruning mode. But Parks Associates—wh...
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