“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
Almost 75% of consumers who said they plan to purchase a smart home device deem it essential that it connects seamlessly to other products in their home electronic network, according to a new study fr...
The unusual deal is seen by industry experts as a sign that anime distributors won’t be able to survive alone against Amazon and Netflix. CrunchyRoll, based in San Francisco, is the most popular de...
Retailers and banks have their own mobile payment options. At least one research report from Parks Associates said that shoppers prefer mobile payment apps from retailers, and eMarketer noted that the...
“Sleep-tracking features of smartwatches and fitness trackers are raising consumer awareness about lack of sleep. 42pc of consumers in US broadband households are concerned their health will worsen du...
