According to research from Parks Associates, a fifth of broadband US households have cancelled at least one over-the-top (OTT) video service in the past 12 months, up two percentage points from a year ago.
Brett Sappington, senior director of research at Parks, said that Netflix is still the OTT leader in the US, with 52% of all US broadband households subscribing to the service at the end of 2015. Netflix also had the lowest churn rate as a percentage of its total subscriber base. In the past 12 months, just 5% of US broadband households cancelled their Netflix account, including those who cancelled at the end of the trial period. That figure represents 9% of the company’s current subscriber base.
From the articles "Netflix Reports Lowest Churn As Fifth Of US Broadband Households Cancel OTT In 2015" by Michelle Clancy.
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