Parks Associates reports a continued wave of subscription service uptake among US households, led by streaming video, retail memberships, and streaming audio, while 20 per cent of households have a gaming subscription, outpacing gym memberships.
Parks Associates recently released a consumer study of 8,000 US internet households, Subscription Memberships and Bundling: Shopping, Video, Gaming, Mobile.
“The evolution of hardware to a service model and demand to drive engagement and loyalty for brands through apps are driving the rise of subscription services,” said Jennifer Kent, Vice President, Research, Parks Associates. “On the streaming audio side, market leader Spotify’s premium adoption is as high as that of Discovery+, the ninth highest video OTT subscription service.”
“Competitive pressure will force market challengers to forge stronger ties, e.g., Walmart Plus and Paramount Plus. Subscription bundlers should seek offerings that span entertainment, productivity, and convenience,” added Kent.
From the Advanced Television article, "Research: 20% of US homes subscribe to gaming service"
"Parks Associates consumer survey data finds that between 2014 and 2018, the average amount paid by U.S. broadband households on their most recently purchased smartphone doubled from a mean of $258 to...
Streaming incentives could appeal to a widespread customer segment. Streaming services have broad appeal: 64% of US households have access to either Netflix, Hulu, or Amazon Prime Video, and more than...
"The question is the degree to which consumers value content other than CBS, and whether CBS will be missing permanently from the AT&T lineup," said Brett Sappington, principal analyst at Parks Associ...
A leading area of innovation is in adaptive authentication. This technology determines the level of authentication needed for a given interaction with a service. So, each interaction comes with a spec...
