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

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That leaves local broadcast TV. Access to NBC, ABC, and all the rest remains the biggest impediment to cutting the cord for good. Parks Associates recently found that 55 percent of cable subscribers s...

Netflix Is Killing It—Big Time—After Pouring Cash Into Original Shows

“There seemed to be an attitude around the industry that after House of Cards and Orange is the New Black, there was no way Netflix could catch lightning in a bottle again,” says Glenn Hower, a senior...

Roku Plunges: 3 Reasons to Buy, 4 Reasons to Sell

Last August, Parks Associates reported that Roku controlled 37% of the streaming device market in the U.S., while Amazon, Google, and Apple held shares of 24%, 18%, and 15%, respectively. All three of...

This Roku News Is Not Getting the Attention It Deserves

But it's not the only game in town. Amazon's Fire TV Stick is a very capable competitor, and it has been rapidly gaining ground. According to Parks Associates, Roku commanded 36% of U.S. market share...

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