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This is according to Parks Associates’ latest ‘OTT Video Market Tracker’ stats, which said that overall churn rate for OTT services has been roughly stable for the past year.
At the end of 2015, 20% of US broadband households were found to have cancelled at least one OTT video service in the past 12 months and Netflix, Amazon, and Hulu all slightly reduced their churn rates last year, according to the study.
“One-third of households that currently subscribe to an OTT video service have cancelled one or more services in the past year, which shows that there is quite a bit of experimentation occurring right now,” said Parks’ senior director of research, Brett Sappington.
From the article "Parks: US Churn Rate For OTT Services Is 19%" by Brett Sappington.
Parks Associates is an internationally recognized market research firm specializing in emerging consumer technology products and services. The company’s expertise includes the Internet of Things (IoT)...
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On top of that, the industry churn rate—a metric used to reflect cancelled subscriptions to streaming services overall—shot up 41% in Q1, the most recent statistic available, as consumers experimented...
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