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 doses.
“Any time a service increases its price, that change causes consumers to re-assess their perceived value of the service,” senior director of research at the firm Parks Associates, tells Quartz. “While most will continue as subscribers, some will consider other options or discontinue their subscription. The key for Netflix is to not cause consumers to enter the evaluation or shopping cycle too often.”
From the article "The psychology behind the way Netflix raises prices" by Ashley Rodriguez.
Netflix is by far the biggest online streaming video service. Last week, researcher Parks Associates estimated that about half of all U.S. households with a broadband Internet connection subscribed to...
New consumer research from Parks Associates shows that 53 percent of US broadband households subscribe to both a pay-TV service and at least one OTT video service. According to the ‘OTT Video & TV...
In a second-quarter 2016 survey of on-line households, research company Parks Associates found that 50 percent of smart-doorbell owners use the devices to see who's at the door when they're not home,...
A new study from Dallas-based research firm Parks Associates has found that 20% of US broadband households (approximately 90 million homes) cancelled at least one OTT or SVOD subscription in 2015....
