Thursday, September 01, 2016

OTT video service adoption increased 12% among U.S. broadband households since 2014

OTT Video Market Tracker shows Netflix, WWE Network, and Hulu have highest Net Promoter Scores among major OTT video services

Parks Associates today announced new data from the company’s OTT Video Market Tracker service showing Netflix, WWE Network, and Hulu have the highest Net Promoter Scores among major OTT video services in the U.S. The international research firm notes that adoption of OTT video subscriptions has increased by 12% since Q3 2014, with the number of available services and consumer awareness both increasing, despite password sharing growing by approximately 8% over that same time.

“We have seen a steady climb thus far in 2016,” said Brett Sappington, Senior Director of Research, Parks Associates. “With Hulu’s shift to a subscription-only approach, OTT video subscription penetration in the U.S. market will continue to rise through the end of this year.”

Net Promoter Score (NPS) measures the likelihood of subscribers recommending a product or service to others. Parks Associates’ OTT video research shows that NPS is a good indicator of the performance of a service among consumers. Sports services, including WWE and MLB in particular, make strong connections with consumers.

“Net Promoter Scores reveal the motivations behind many of the churn rates we are seeing,” said Ruby-Ren Bond, Research Analyst, Parks Associates. “For example, Hulu has a higher churn rate than Amazon, but its NPS is much stronger than Amazon’s. That indicates the retail side of Amazon’s Prime service is likely a strong factor than the video service in retaining is subscribers.”

Parks Associates’ OTT Video Market Tracker provides industry research data and analysis of competing players’ strengths and weaknesses in the space. The service includes an exhaustive analysis of market trends and profiles of the nearly 100 OTT video service providers in the U.S. and Canada, such as Netflix, HBO, YouTube, and Amazon, with updated deliverables throughout the year.

For more information about the OTT Video Market Tracker, contact To schedule an interview with an analyst, please contact HollySprague at

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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