Monday, May 14, 2018

Six percent of broadband households are highly likely to subscribe to an online pay-TV service within the next 12 months

Parks Associates addresses competition and changing consumer habits at The Pay TV Show in Denver

New research from Parks Associates shows that 6% of U.S. broadband households are highly likely to subscribe to an online pay-TV service within the next 12 months, which would more than double the number subscribing today. Parks Associates hosts the pre-show research workshop Survivor’s Guide to the New Video World, sponsored by Espial, today at The Pay TV Show in Denver, Colorado.

“In 2017, 14% of non-pay-TV households were planning to subscribe to a service in the next 12 months, a notable increase from 2015 and 2016,” said Brett Sappington, Senior Director of Research, Parks Associates. “Over 60% of these households are planning to subscribe to an online pay-TV service, either standalone or as part of a service bundle, so consumers are showing a willingness to test alternate pay-TV offerings.”

Parks Associates - Pay-TV workshop consumer research

Survivor’s Guide to the New Video World examines new video service and OTT innovations and their impact on consumer behaviors and the marketplace for pay TV, online video services, and the content industry.

“Currently, 78% of broadband households subscribe to a pay-TV service, and 5% of pay-TV households subscribe to an online pay-TV service. These solutions include services such as Sling TV, DIRECTV Now, PlayStation Vue, YouTube TV, Hulu with Live TV, or FuboTV,” Sappington said. “While OTT gives subscribers the opportunity to pick and choose single services, it is easier for them to manage a single bundle. Desire for this convenience will continue to drive interest in online pay-TV services, provided they hit the right price point and deliver the desired content channels.”

The workshop features five workshop sessions:

Video Disrupted: The New Landscape for Video Services

Video Insight: Operating in the Age of Data Ninjas

Video Streamed: Lessons from OTT Video

Video Potential: Habits of Millennials, Cutters, and Nevers

Video Tomorrow: Innovations Fueling Future Video Services  

The Pay TV Show, hosted by FierceMarkets, gives attendees an opportunity to explore the latest advances and challenges in the pay-TV industry through keynotes, panels, and general sessions.

Additional Parks Associates data:

Use of an OTT service in a household correlates positively to high intent to upgrade broadband service.

Approximately 33% of Cord Cutters would have stayed with their service provider if offered a Netflix-style service bundled with broadcast TV channels.

5% of U.S. broadband households have never subscribed to a pay-TV service.

8% of U.S. broadband households have recently downgraded their pay-TV service and supplement viewing with video on an internet-connected device.

For information about Parks Associates, visit To schedule an interview with an analyst, contact Julia Homier at, 972-996-0214.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media.

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