Providing Market Intelligence for 40 Years

In The News

Parks: 83% of U.S. Internet Households Subscribe to at Least One OTT Service

 
A solid majority — 83% — of U.S. internet households now subscribe to at least one OTT service, according to new consumer research from Parks Associates. Meanwhile, 45% still subscribe to a traditional linear pay-TV service.
 
The firm’s new white paper, “Engaging Next-Gen Video Viewers: Leveraging AI and ML,” developed in partnership with FPT Software, addresses the increased use of video services, content preferences, discovery challenges and the role of bundles.
 
“The most successful video services going forward will be dominated by innovative technologies, including AI [artificial intelligence] and ML [machine learning], that drive sustained high levels of engagement with consumers through advanced content moderation and curation,” Sarah Lee, research analyst at Parks Associates, said in a statement
 
AI and ML can create a personal experience by leveraging data to understand patterns and relationships at a very granular level, beyond recommendations that “standard” big-data-based systems, according to Parks.
 
“There is a vast range of AI and ML use cases in media and entertainment — companies are only starting to scratch the surface,” Ira Dworkin, managing director of communications, media and entertainment for FPT Software, said in a statement. “These can range from generating richer metadata that can be used to drive experiences to reducing time required for content preparation to driving deeper advertising engagement. Leveraging and extending the data that already exists for many M&E companies to build bespoke AI/ML models can help to drive new insights, ultimately reducing churn and improving subscriber loyalty.”
 
Parks Associates research finds that 30% of U.S. internet households are “service hoppers” or streaming video subscribers who frequently switch services and re-subscribe multiple times. Businesses that harness AI can develop more effective and efficient strategies to keep these viewers from “hopping,” according to Parks.
 
“By understanding the viewer on a deeper, personal level, businesses can deliver a more positive, individualized experience that drives acquisition, satisfaction, and retention,” Lee said in a statement. “AI and ML models can provide this understanding and identify factors that result in higher customer acquisition and long-term subscriptions.”
 
From the article, "Parks: 83% of U.S. Internet Households Subscribe to at Least One OTT Service," by Stephanie Prange.

Previously In The News

Amazon Puts Conversational AI Into Ring Doorbells

According to Parks Associates, 19% of U.S. internet households owned a video doorbell by 2023 — which represents a large installed base that’s in the market for software-driven updates. From the ar...

Are Your Smart-Lock Codes Safe? Survey Says Probably Not

According to a 2022 report by consumer tech research firm Parks Associates, about 12 million households had a smart door lock, and that figure has only increased since then.  From the article, "Are...

Comcast’s StreamSaver bundle ups price to $18 a month

Parks Associates published its “State of Streaming” report, which revealed service bundling to be the fastest growing enticement for consumers to switch telecom services. Also interesting: Base...

5 Things to Know: November 22

A new white paper from Parks Associates, developed in partnership with Schneider Electric, highlights consumer behavior around managing energy use with smart home devices — including smart lightin...

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 Broadband Small-to-medium Business (SMB) Connected Health
Services
Research Services: Custom and Consulting Research Projects Streaming Video Tracker Security Tracker Smart Home Tracker
Events
CONNECTIONS™ CONNECTIONS™ Summit/CES Smart Energy Summit Connected Health Summit Future Of Video Smart Spaces Upcoming Industry Events
Resources
Press Releases Analyst Blog Parks in the News Connected Consumer Podcast 
About Us
Overview Team Contact Us
Store
View Your Cart

Follow Us to stay informed

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

Design & Developed By Agency Partner Interactive