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

Light Reading preps online event on streaming video

The 90-minute session will consist of a research presentation, fireside chat and panel discussion. So far, the speaking roster includes: Steve Nason, director of research at Parks Associates; Mitchell...

Apple pursuing Apple TV-HomePod combo – report

But a refresh would come at a good time, arriving on scene as consumer adoption of certain smart home products continues to climb. According to Parks Associates, 49% of US broadband households own a s...

Smart home companies add brand equity and new tech in Q1 via acquisitions

New Parks Associates research in the firm's Smart Home Tracker finds smart home mainstays are strengthening their offerings by acquiring smaller companies with deep expertise. Parks Associates' Sma...

In -Home Health Monitoring Market Faces Near -Term Uphill Struggle

According to Parks Associates, in -home health monitoring is a service that allows patients to use network -connected measurement devices, such as glucose meters, weight scales, and peak flow meters,...

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