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.
As this litte blurbette points out, broadband households spend about 1.3 hours per week watching video on a tablet and 1.6 hours watching on a smartphone, but that’s compared to “almost 20 hours pe...
Digital TV-video viewing continues to climb -- but it's still way behind traditional TV consumption. Parks Associates says U.S. broadband households spend on average 1.3 hours per week watching...
Smartwatch users want their devices to work well, particularly with their similarly branded smartphones, but they are beginning to consider their fashion bona fides as well. According to new re...
This year, U.S. online video ad revenue is on pace to exceed $1.3 billion, according to new research from Parks Associates. The report attributes the healthy numbers to steady growth in online video...
