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.
You would probably guess right if you were asked “What are the top three digital video subscription services?” They are 1. Netflix 2. Amazon Video and 3. Hulu. No surprises there. But what about numbe...
In addition, the device's interoperability will be important. According to a recent study by Parks Associates and reported in Retail Dive, 75% of consumers who plan to buy a smart home device believe...
Unlike seven years ago, the move pushed Netflix’s stock to new heights. The key, for Netflix’s management, was learning to raise prices without spooking subscribers—by doing so in small and infrequent...
Nearly a quarter (23%) of Millennial heads of household are OTT only households, higher than the national average of 15% among all U.S broadband households. Parks Associates analysts also note that...
