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.
A recent news release from WD noted how much digital content people have amassed and said that most do not have the proper knowledge or hardware to view the content on a TV. The average consumer had...
"Americans watch lots of video on their computers. More than 12 million people paid for this kind of content last year, according to a study by Parks Associates, a research and analyst firm that stu...
The effort comes as millions worldwide play such games every day. According to a recent study by Parks Associates of Dallas, revenue from online games is expected to grow from about $1.1 billion las...
For more than a decade, telecommunications companies have spent billions of dollars installing the fiber-optic lines that pave the so-called information superhighway. Kurt Scherf, a vice presiden...
