Providing Market Intelligence for 40 Years

In The News

OTT churn increases in US during pandemic

According to Parks Associates, an increasing number of US broadband households cancelled at least one OTT subscription in the early part of the year, with a significant number also utilising the free trials offered by streamers during the coronavirus pandemic.

More than two in five households have tried out an OTT service’s free trial during the crisis, with 8% trialling four or more.

Of households that signed up to a service during the pandemic, 49% subscribed to Disney+ and 27% subscribed to Apple TV+ – the two best performers.

The report also raises questions about whether subscribers will keep these services with shelter-in-place rules being relaxed, in spite of a growing number of COVID-19 cases in many states. It notes that maintaining subscribers may be difficult for platforms which rely on original programming – much of which will have been affected by delays to production.

Steve Nason, research director at Parks Associates, said: “We are seeing a record number of consumers experiment with new OTT services as a result of the COVID-19 crisis and the shifts in strategy in the industry.OTT services are offering extended free trials to build up engagement, and 8% of US broadband households report they have subscribed to at least one new OTT service since the COVID-19 crisis began.

“The industry is working on new hybrid content strategies as a result of production halts. Major players like AT&T for Warner Brothers and Comcast for Universal Studios are greatly concerned about the delays in content production on the launches of new services, like HBO Max and Peacock. Free trials will bring in new subscribers at the launch, and roughly seven in ten have subscribed to at least one OTT service they have trialed. OTT services need to be creative in building an engaging service, but during this time of heavy video consumption, OTT services have the opportunity like never before to win over new video consumers and retain them as long-term subscribers.”

From the article "OTT churn increases in US during pandemic" by Jonathan Easton.

Previously In The News

Digital Publishers Lost $41.4 Bn Due To Ad Blocking: Study

“Many content creators rely on advertising revenue to monetise video, especially as newly launched digital services seek revenue. As digital video viewership increases on all screens, use of ad-blocki...

Netflix Leads OTT Service In The US

Parks Associates has released its updated top 10 list for subscription over-the-top (OTT) video services, based on number of subscribers. Netflix retained its top position while services like Sling TV...

Connecting the home the IoT way

The significant factor for IoT is that it is being integrated into all facets of the digital ecosystem including IPTV. IoT is driving the reinvention of consumer technologies. Connected products are t...

Nearly 80% Of US Spanish-Language Households Subscribe To OTT Video Services

“While pay-TV penetration has declined among US broadband households, adoption has remained steady among Spanish-bilingual households over the past few years. Cord cutting does not have the same impac...

Phone:
972-490-1113
Mailing Address:
2301 West Plano Parkway, Suite 210, Plano, TX 75075
Expertise
Smart Home: Management and Safety Consumer Electronics Connected Health and Wellness Connectivity and Mobility Small-to-medium Business (SMB) MDU
Services
Research Memberships Visibility Memberships Streaming Video Tracker Smart Home and Security Tracker Broadband Market Tracker Channel Analytics
Events
CONNECTIONS™ CONNECTIONS™ Summit/CES Smart Energy Summit Connected Health Summit Future Of Video Smart Spaces
Resources
Press Releases Analyst Blog Parks in the News
Store
View Your Cart
About Us
Overview Team Contact Us Privacy Policy

Follow:

© 2023-2026 Parks Associates. All Rights Reserved. Privacy Policy

Design & Developed By Agency Partner Interactive