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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 average is 45%.
From the article "Report: Viewers Say Churn is Based on Lack of New, Original Content" by Lauren Forristal.
Perhaps the bigger surprise is that more haven’t exited the market — yet. “We’re finding that there are many services that are … getting enough subscribers just to be able to be sustainable,” Brett Sa...
“While pay TV penetration has declined among U.S. broadband households, adoption has remained steady among Spanish-preferred and bilingual households over the past few years,” Brett Sappington, Parks...
The popular “subscription fatigue” narrative is that consumers have topped out on the number of over-the-top services they’re willing to pay for and are now in pruning mode. But Parks Associates—wh...
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