Nearly a quarter of consumers who subscribe to pay TV made changes to their subscriptions over the past year. But that news isn’t as bad as one might expect.
According to Parks Associates, of those who made changes to their service, 11% cut or downgraded their packages -- but 9% upgraded their subscriptions to include more channels, premium channels or some sort of new technology, like a DVR.
“We’re seeing a lot of folks making changes to their packages,” Brett Sappington, director of research for Parks Associates, tells Marketing Daily. “There’s a lot of change within the services, but there’s not a whole lot of change within the subscriber base.”
From the article "Pay TV Subscribers Changing Packages, Not Necessarily Leaving" by Aaron Baar.
According to Parks Associates, it only gets worse from here. In its 2022 “OTT Streaming Trends to Watch” white paper, their data shows that the average churn rate was 40% in 2020. Right now, the avera...
According to researchers at Harvard University, Americans spent nearly $420 billion on home improvements and repairs in 2020, as households modified living spaces for work, school, and leisure in resp...
In the short term, consumers are more than happy to keep paying for multiple services. According to a report published by Parks Associates in June 2021, 46 percent of US homes with broadband-level Int...
Fortunately for pay-television providers, Kelling is not alone in what the industry calls “over-the-top” video consumption. According to the market research firm Parks Associates, 81 percent of U.S. h...
