“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
In an update today of its ranking of subscription OTT services in the U.S., Parks Associates said HBO Now and Starz have entered the top five, trailing only streaming giants Netflix, Amazon and Hulu....
A report from digital health analyst Parks Associates indicates 27 percent of those surveyed with a chronic condition want a mobile health device that tracks their condition – yet significant numbers...
The tech giant is racing to catch up to the dominant streaming players. Amazon Prime Video is in 200 countries while Netflix is in more than 190 countries. Apple also has a smaller share of the str...
New research by streaming tracker Parks Associates predicts the amount of revenue lost to piracy and password sharing will increase 38% to $12.5 billion over the next five years. While it is seldom...
