In The News

Why People Cancel Streaming Subscriptions

October 17, 2021

The National Interest

Some new research from Parks Associates looks at the biggest reasons why people get rid of streaming subscriptions.

On Parks’ chart of “OTT Churn Triggers,” the top item listed is “Need to cut household expenses.” Others say they have finished watching the shows they liked on each serve, that the promotional price that drew them there ended, or that “couldn’t find good programs to watch.”

Despite efforts to boycott Netflix, especially following the controversial film Cuties last year, objection to specific programming did not make the survey from Parks.

“Content is key to OTT success, and the path for consumers today to get to that content is the crucial search and discovery process,” Paul Erickson, a senior analyst for Parks Associates said in a press statement. “OTT players are successful when offering a premium, personalized user experience that allows subscribers to find and access relevant content based on their habits and preferences. A perceptive and intelligent content discovery strategy is a key differentiator in attracting and engaging subscribers over the long term.”

“With so many entertainment options at viewers' fingertips, it is more important than ever before for streaming publishers to understand how consumers discover content in order to win their engagement,” Nick Cicero, the vice president of strategy for Conviva, said in the press statement. “I am excited to share Conviva's research in conjunction with the insights from Parks Associates to reveal how publishers can better understand their audience and grow their business.”

Parks Associates will host a webinar, The Role of Content Discovery in OTT, on October 14.

From the article "Why People Cancel Streaming Subscriptions" by Stephen Silver.

Previously In The News

Here's The Top Ten Most Popular Streaming Services This Year

Netflix still leads all streaming video services by total subscribers, according to a new report by Parks Associates. That's followed by Amazon Prime, Hulu, MLB.TV, WWE Network, Sling TV, HBO Now, Cru...

Report: Pay-TV Subscriptions to Drop 27% by 2024; Streaming Apps to Pick Up the Slack

Pay-TV services are showing their age as subscribership continues to fall, leading to a projected 76.7 million subscriber decrease by 2024, according to a report by Parks Associates. This drop wou...

Most Broadband Users Still Pay For Television

Fortunately for pay-television providers, Kelling is not alone in what the industry calls “over-the-top” video consumption. According to the market research firm Parks Associates, 81 percent of U.S. h...

Percentage Of TV Antenna Households Doubles

The percentage of U.S. homes getting live TV channels through antenna has nearly doubled since 2013, to 15 percent of homes in 2016, according to Parks & Associates. Several factors contributed to the...

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