“Several factors contribute to OTT video service churn by consumers,” advised Brett Sappington, Senior Director of Research, Parks Associates. “In some instances, consumers are experimenting with new services, trying a service and cancelling before the trial period ends or within a few months. Popular shows or events, such as HBO’s Game of Thrones or WWE Network’s Wrestlemania, can be beneficial in terms of attracting users. However, there is a risk that consumers will unsubscribe once they’ve watched these popular items. Ongoing perceived value, in the long run, is the biggest driver to churn. Services have to continue to provide users with validation of value and a reason to return. Otherwise, consumers will discontinue services to save money or because they feel that the subscription is not worth the cost.”
Parks Associates’ OTT Video Market Tracker shows 33 new OTT services entering the US market in 2015. Among all US broadband households, 64 per cent of US broadband households subscribe to an OTT video service, up from 59 per cent in 2015.
From the article "Netflix Leads US OTT Market" by www.advanced-television.com
Amazon also offers transactional (both purchase and rental) and subscription streaming through Amazon Prime Video, continuing to forge partnerships with cablers such as Cox, which added the service to...
Most consumers haven't caught IoT fever yet. "New research from Parks Associates indicates that just 36% of US broadband households have one smart home device, a percentage that decreases if all house...
Smart TVs are gradually becoming more common than separate streaming devices. As of the third quarter last year, 56% of households with broadband owned smart TVs while 43% owned streaming devices, acc...
In order for a virtual helpmate to run your life, it needs to engage with the providers of all the services you rely on, from your calendar app to your Uber ride. Those providers must either partner w...
