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August 15, 2019

Free trials influence over half of OTT video service subscriptions 

Future of Video features AT&T VP as Keynote

New Parks Associates research finds that over 50% of US broadband households that subscribed to an OTT video service within the past year indicate that the service trial played a key role in their subscription decision. Parks Associates will host its second annual Future of Video: OTT, Pay TV, and Digital Media, taking place December 9-11 at the Marina del Rey Marriott in Marina del Rey, California, to examine the factors influencing consumer decisions in their video subscriptions and consumption. The firm announced Tim Gibson, VP Video & Application Marketing, AT&T, as the first confirmed keynote for the event.

“US viewers have an abundance of options for video entertainment. In addition to traditional pay-TV services, more than 270 OTT services are vying for consumers’ attention. Competitors include virtual MVPDs such as Sling TV and Hulu+Live TV, ad-based services such as Pluto TV and Crackle, SVODs including Netflix, and TVODs such as Amazon Prime,” said Brett Sappington, Senior Research Director and Principal Analyst, Parks Associates. “The consumer's selection and purchasing journey, including trialing and selecting their video service, is multifaceted and varies among consumer groups. At Future of Video, we will explore the service, content, and bundling innovations that enhance the viewer’s video entertainment experience and the challenges that the industry will face as it moves to the future.”

Parks Associates Reasons Subscribing Subscription OTT Service chart

Parks Associates will host Future of Video with leaders in the entertainment industry, including content creators, distributors, and technology providers for television, film, and streaming media. Early event sponsors include Massive, Caavo, Penthera, and Premion.


  • Future role of broadcast TV
  • Path ahead for pay TV
  • Changing environment for content licensing
  • Growing success: TV networks and direct-to-consumer services
  • Impact of OTT’s original content wars
  • How the pay TV experience is evolving in an online world
  • Winning back subscribers: Coping with churn in OTT
  • Opportunities and challenges for small OTT video services
  • Data and decision making in video services
  • Making money in ad-supported video services
  • Reaching consumers: Sales and marketing for video services
  • Offering kid-oriented video services and content
  • The impact of connected devices on the video experience
  • Connected devices as aggregation platforms
  • Evolutions in ad technology
  • New approaches to piracy and password sharing

Advisory Board:

  • Rob Caruso, VP, Device Partnerships, Netflix
  • Matt Clark, Director, Business Development, Amazon Fire TV, Amazon
  • Jim Denney, VP, Product Management, Hulu
  • Mary Kay Evans, CMO, Verizon Digital Media Services
  • Tim Gibson, VP Video & Application Marketing, AT&T
  • Rob Gelick, EVP & GM, CBS Digital Entertainment, CBS Interactive
  • Thomas Hughes, EVP, Lionsgate
  • Larry Johnson, Global Director, Media & Entertainment, Oracle
  • Colleen Moraghan, SVP, Data Solutions, 605
  • Erick Opeka, President, Cinedigm Digital Networks
  • Dan Reich, SVP, Multiplatform Product Strategy & Development, Viacom International
  • Gary Schanman, SVP, Video Products, Charter
  • Matt Smith, Executive Director, Business Development & Strategy, Comcast Technology Solutions
  • Elana Sofko, COO, Chicken Soup for the Soul Entertainment
  • Paul Stathacopoulos, VP, Corporate Strategy, TiVo
  • Blake Stuchin, VP, Digital Media Business Development, NFL

Future of Video
 will explore the evolution of business models, shifting consumer attitudes regarding video services, and new strategies to impact retention and consumer perceptions. Sessions will highlight in-depth consumer and industry research on OTT services, the value of content, effective technology innovation, and best strategies for building successful video services for today’s connected consumers.

Parks Associates is accepting submissions to speak for the event. Session topics are focused on marketing evolution, achieving service success, and the impact of technology and devices. For more information, visit www.futureofvideo.us. To schedule an interview with an analyst or to request specific data, contact Sherrelle Lewis at Sherrelle.lewis@parksassociates.com

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.