Brett Sappington, senior director of research at Parks Associates, said: “Several factors contribute to OTT video service churn by consumers. In some instances, consumers are experimenting with new services, trying a service and canceling before the trial period ends or within a few months. Popular shows or events, such as HBO’s Game of Thrones or WWE Network’s Wrestlemania, can be beneficial in terms of attracting users. However, there is a risk that consumers will unsubscribe once they’ve watched these popular items. Ongoing perceived value, in the long run, is the biggest driver to churn. Services have to continue to provide users with validation of value and a reason to return. Otherwise, consumers will discontinue services to save money or because they feel that the subscription is not worth the cost.”
From the article "Study: Netflix Has Lowest Churn Rate Among OTT Services" by Kristin Brzoznowski.
Taylor flew to San Francisco to attend the Connections Conference, known as the premier connected home conference and hosted by Parks Associates, the headline research company for emerging technologie...
The smart home devices sold by Google's home automation subsidiary, Nest, represent just a small fraction of the burgeoning Internet of Things (IoT) market. However, Nest has become one of the most re...
This survey was conducted by Parks Associates on behalf of the Coldwell Banker brand within the United State, June 6 to 9, 2016 through a third party via an online omnibus product. The survey was cond...
Smart home technology that has long been knocking at doors will settle into the mainstream after rival gadgets and services become hassle-free guests that get along with one another, industry insiders...
