« ParksAssociates.com Hosted by Parks Associates

October 25, 2018

Only 33% of cord cutters plan to use paid OTT services as a pay-TV substitute

Amazon, Dish, PBS, TiVo, and more to speak at Parks Associates’ inaugural conference on OTT, pay TV, and digital media  

Video OTT and pay-TV research from Parks Associates shows that consumer perception of a poor value proposition in pay TV remains the top trigger for changing, downgrading, or cancelling services. Among households that have made pay-TV changes in past 12 months, one-third of cord cutters and 10% of switchers or cord shavers plan to use paid OTT services as a substitute or alternative for pay TV. The research firm will discuss the future landscape of OTT, pay TV, and digital media and strategies to enhance the viewer value proposition at its inaugural Future of Video: OTT, Pay TV, and Digital Media conference, December 10-12, in Marina del Rey, California.

“The primary driver for pay-TV cancellation and downgrades continues to revolve around pricing and perceived value. While some consumers consciously plan to use OTT video services to address the absence of pay-TV content, most consider each offering on its own merits,” said Brett Sappington, Senior Director, Research, Parks Associates. “The deeper issue is in the influence that OTT video services have on what consumers consider to be a ‘good’ value. When video services with good quality are available for under $15, it forces operators to justify an $80 pay-TV bill.”

Influence of Internet Video Services on Decision to Make a Pay-TV Change | Parks Associates

2018 Speakers


Hulu executive keynote - Future of Video conference

Julie DeTraglia
VP, Head of Research

Lionsgate Keynote - Future of Video 2018

Thomas Hughes
EVP - Worldwide TV & Digital Distribution

Future of Video Keynote

Sarah Lyons
VP of OTT Media Products

Future of Video Keynote

John Penney
EVP, Consumer Business Development & Strategic Partnerships
20th Century Fox

SlingTV Keynote - Future of Video 2018

Warren Schlichting
Group President
Sling TV



Nii Addy, Head of Marketing, Philo

Lisa Aussieker, VP of Sales, AT&T, MediaKind Global 

Gabe Berger, CEO, ThinkAnalytics

Greg Berkin, Managing Director, Concours Ventures

Ben Bloom, Director of Professional Services for Media Americas, Akamai

Renato Bonomini, VP of Technical Services, ContentWise

Perrin Chiles, Co-Founder, CEO, Adaptive Studios

Jon Cody, CEO/Founder, TV4 Entertainment

Matthew Collado, Co-Founder / Chief Content Officer, Littlstar/Ara 

Ryan Curry, Head of Tech and Innovation, Combs Enterprises

Mrugesh Desai, Head of Solutions Engineering, Accedo

Alex Drosin, Chief Commercial Officer, Massive

Ramon Duivenvoorden, Chief Commercial Officer, 24i

Michele Edelman, EVP, Marketing, VUBIQUITY, an AMDOCS company

Scott Ehrlich, Vice President, Emerging Platform Content, Sinclair Broadcast Group

Joel Fineman, Director, Publisher Development, Premion

Kristen Finney, EVP, EMEA TVD, 20th Century Fox

Julian Franco, Head of AVOD, Vudu

Rob Gelick, Executive Vice President and General Manager, CBS Entertainment Digital, CBS Interactive

Scott Hancock, VP Marketing, Plex

Chad Harris, SVP New Media & Innovation, Crown Media Family Networks

Dan Hurwitz, Chief Revenue Officer, Penthera

Anil Jain, EVP of Strategic Alliances, Brightcove

Anthony Jiwa, Head of Marketing, OUTtv

Virginia Juliano, CEO & Founder, CobbleCord

Darren Lepke, Marketing Director, Verizon Digital Media Services

Bruce Littman, Executive Vice President, Content Distribution, One America News Network / AWE (A Wealth of Entertainment)

Alphonse Lordo, Managing Director, Sports and Entertainment, SunTrust Robinson Humphrey

Kamran Lotfi, Director of Product Management, Video, Gracenote

Chad Ludwig, Head of Brand Marketing, Fandango

Scott Maddux, VP, Business Development, TiVo Corporation

Michael McCluskey, VP, Product Management, Espial

Jordan Mitchell, Video Producer, Senior Associate, Bateman Group 

Liz Moothart, Senior Director of Marketing, Ellation

Colleen Moraghan, Senior Vice President, Data Solutions, 605

Tom Munro, CEO, Verimatrix

Nandhu Nandhakumar, Ph.D., SVP, Office of the CTO, LG Electronics / LG Technology Center of America

Barry Nolan, CMO, Swrve

Erick Opeka, President, Cinedigm Networks, Cinedigm

Colin Petrie-Norris, Chief Executive Officer, XUMO

Jen Prenner, GM, Amazon Fire TV, Amazon

Dan Reich, Senior Vice President, Multiplatform Product Strategy & Development, Viacom International

Marty Roberts, CEO, Wicket Labs

Jonathan Ruff, Senior Director of Technical & Product Marketing, ARRIS

Glen Sakata, Product Evangelist, Ooyala

Seth Schachner, Managing Director, Strat Americas

Steven Schachter, VP of Business Development and Distribution, Cannella Response Television

Gary Schanman, SVP, Video Products, Charter

Jeff Shultz, Chief Business Officer, Pluto TV

Anthony Smith-Chaigneau, Sr. Director Product Marketing, NAGRA

Stephen Strong, VP, Strategic Partnerships, Newsy

Benjamin Vallat, Vice President, Business Development and Strategic Partnerships, Twitch

Ravi Viswanathan, Strategic Partnerships Lead of Telco and Video Distribution, Google

Daniel Webster, VP of Strategic Accounts, Blackbird

Mitch Weinraub, Director - Advanced Video Products, Dish / AirTV

Don Wilcox, Vice President, Multiplatform Marketing & Content, PBS

Viviana Zarragoitia, Vice President, Three Point Capital

Future of Video will provide insights on viewer behaviors and preferences and the challenges for the video industry in meeting the expectations of today’s connected consumers. Sessions will highlight in-depth consumer and industry research on OTT services, the value of content, technology innovations, and best strategies for building successful video services.

Sponsors for Future of Video include MediaKind, TiVo, Massive, and Premion.

For information, visit www.fov2018.com. To schedule an interview with an analyst or to request specific data, contact Julia Homier at julia.homier@parksassociates.com, 972-996-0214.

About Future of Video: OTT, Pay TV, and Digital Media

Future of Video: OTT, Pay TV, and Digital Media brings together senior leaders to share insights on new trends in the video and connected entertainment industries, with insights on consumer adoption, churn, and spending. The event provides insight into successful OTT strategy deployments, challenges for pay-TV providers, the role of connected CE in the growth of video viewing, new content formats, and the overall impact to the video market.

Future of Video addresses new strategies for cableco, OTT, and mobile service providers to provide high-quality customer service, retain subscribers and attract new customers, and design bundled options through new distribution strategies.

Future of Video takes place virtually on February 10, March 31, May 5, July 21, and September 10, 2022, with an in-person conference on December 12-14, 2022. For more information, visit www.futureofvideo.us. Register Now.