Providing Market Intelligence for 40 Years

In The News

Parks: 83% of U.S. Internet Households Subscribe to at Least One OTT Service

 
A solid majority — 83% — of U.S. internet households now subscribe to at least one OTT service, according to new consumer research from Parks Associates. Meanwhile, 45% still subscribe to a traditional linear pay-TV service.
 
The firm’s new white paper, “Engaging Next-Gen Video Viewers: Leveraging AI and ML,” developed in partnership with FPT Software, addresses the increased use of video services, content preferences, discovery challenges and the role of bundles.
 
“The most successful video services going forward will be dominated by innovative technologies, including AI [artificial intelligence] and ML [machine learning], that drive sustained high levels of engagement with consumers through advanced content moderation and curation,” Sarah Lee, research analyst at Parks Associates, said in a statement
 
AI and ML can create a personal experience by leveraging data to understand patterns and relationships at a very granular level, beyond recommendations that “standard” big-data-based systems, according to Parks.
 
“There is a vast range of AI and ML use cases in media and entertainment — companies are only starting to scratch the surface,” Ira Dworkin, managing director of communications, media and entertainment for FPT Software, said in a statement. “These can range from generating richer metadata that can be used to drive experiences to reducing time required for content preparation to driving deeper advertising engagement. Leveraging and extending the data that already exists for many M&E companies to build bespoke AI/ML models can help to drive new insights, ultimately reducing churn and improving subscriber loyalty.”
 
Parks Associates research finds that 30% of U.S. internet households are “service hoppers” or streaming video subscribers who frequently switch services and re-subscribe multiple times. Businesses that harness AI can develop more effective and efficient strategies to keep these viewers from “hopping,” according to Parks.
 
“By understanding the viewer on a deeper, personal level, businesses can deliver a more positive, individualized experience that drives acquisition, satisfaction, and retention,” Lee said in a statement. “AI and ML models can provide this understanding and identify factors that result in higher customer acquisition and long-term subscriptions.”
 
From the article, "Parks: 83% of U.S. Internet Households Subscribe to at Least One OTT Service," by Stephanie Prange.

Previously In The News

Apple's home head leaves, and new products launch, on HomeKit Insider

We also spent some time discussing a new Parks Associates study that surveyed 10,000 homes to identify the growth in smart home tech. Doorbells and locks were the fastest growing category this year, w...

Why HBO Max, Peacock Are Deadlocked in Talks With Roku and Amazon

The OTT platforms’ leverage is real. Both say they have more than 40 million active accounts (and growing). “Amazon and Roku are beginning to play hardball with a lot of these services,” says Parks As...

No, Apple's licensing of iTunes & AirPlay 2 isn't a 'strategy reversal' in any way

That claim cited research by Parks Associates, which actually showed that Apple TV's share by installed base was not drying up and blowing away as Mims portrayed, but was actually better than Google's...

How Roku Morphed From a Quirky Hardware Startup to a TV Streaming Powerhouse

Roku has kept its eye on simplicity ever since that first player while also making products that often are far more affordable than those of its competition. “People underappreciate how important pric...

Phone:
972-490-1113
Mailing Address:
2301 West Plano Parkway, Suite 210, Plano, TX 75075
Expertise
Smart Home: Management and Safety Consumer Electronics Connected Health and Wellness Connectivity and Mobility Small-to-medium Business (SMB) MDU
Services
Research Memberships Visibility Memberships Streaming Video Tracker Smart Home and Security Tracker Broadband Market Tracker Channel Analytics
Events
CONNECTIONS™ CONNECTIONS™ Summit/CES Smart Energy Summit Connected Health Summit Future Of Video Smart Spaces
Resources
Press Releases Analyst Blog Parks in the News
Store
View Your Cart
About Us
Overview Team Contact Us Privacy Policy

Follow:

© 2023-2026 Parks Associates. All Rights Reserved. Privacy Policy

Design & Developed By Agency Partner Interactive