A study from Parks Associates (see graphic) sums up the problem. Viewers sign up and get their fix, knowing that they can drop the service any time and subscribe again in the future when a new series or another Amy Schumer special becomes available.
In order for OTT to retain its momentum in the market and offer a real alternative to cable and satellite, it must retain customers. A leaky bucket will never reach a tipping point. Today, three main strategies can reduce OTT churn.
From the article "What's The Secret To Retaining Fickle Internet TV Audiences?" by Iddo Shai.
“Pay-TV providers want to retain subscribers, so they want to make sure that you stay inside their ecosystem,” says Brett Sappington, a media analyst at Parks Associates. “If you don’t have a reason t...
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Patrice Samuels, senior analyst at Parks Associates, a market research company specializing in emerging consumer technology products and services, said demand for traditional technology support, like...
