According to research company Parks Associates, nearly half (44%) of those who initially cut their cords in favor of over-the-top (OTT) services, and then re-subscribed within the past 18 months (about 7% of the pay-TV households), did so because of a promotion offering a discount or better deal than they had before.
“One-half of those who responded said they came back, and they did so because of a promotion or offer,” said John Barrett, director of research at Parks Associates, in a webcast on the findings -- noting that many people who cut the cord did so because of economic factors. “We’re advocating to [pay-TV providers that they] continue to rely on traditional subscriber acquisition tactics.”
From the article, "Promotional Offers Can Lure Back Cord-Cutters" by Aaron Baar.
Adding services to "triple-play" bundles could boost monthly revenue per subscriber to $206 by 2010 from $148 today, Parks Associates said. Additional services could include TV-based caller ID and h...
Based on the survey findings, Parks Associates estimates that in the last 12 months, more than 41 million U.S. Web users had Internet security problems, more than 21 million had computer hardware an...
Fully, 55 percent of users of the Web hangouts watch streaming videos, and 21 percent download video, Parks Associates said. In addition, people who visit these sites at least once a week are six ti...
"There's no precedent in my mind," Harry Wang, research analyst for Parks Associates said. The closest comparison would be the TV industry, Harry Wang said. Manufacturers selling analog sets toda...
