Monday, April 09, 2018

10% of U.S. broadband households switched, downgraded, or cancelled their pay-TV service in past 12 months

Parks Associates’ senior research director to share firm’s OTT research at NAB Show in Las Vegas

International research firm Parks Associates announced today that Brett Sappington, Senior Director of Research, will speak at the NAB Show, April 10 in Las Vegas, Nevada. Sappington will explore consumer perceptions and choice of video services, including comparisons among vMVPDs (online pay-TV services), and how competition is evolving in this crowded space.

Sappington will share these insights during the session “Exploring Consumer Perceptions of OTT Subscription Choices” at 10:40 a.m. on Tuesday, April 10, at the Las Vegas Convention Center.

  • What: NAB Show
  • When: Saturday, April 7 to Thursday, April 12
  • Where: Las Vegas Convention Center in Las Vegas, Nevada

Sappington will also speak at the Streaming Summit at 10:15 a.m. during the NAB Show on April 11. Sappington will speak on panel “The Disruptive Impact of OTT on the Pay-TV Business Model,” which examines the traditional pay-TV business model and whether it can exist as the number of OTT choices increases exponentially. Joining Sappington for the Streaming Summit will be Alan Breznick, Cable/Video Practice Leader, Light Reading.

 Factors Influencing Decision to Make Pay-TV Change | Parks Associates 

Parks Associates’ 360 View: Access and Entertainment Services in U.S. Broadband Households reveals that 10% of U.S. broadband households switched providers, downgraded their service, or cancelled pay-TV service in the past 12 months, primarily because of a negative perception of the service value, including statements that the “service wasn’t worth the monthly cost” or complaints that the service provider increased the price of the service. By comparison, 77% of U.S. broadband households currently subscribe to pay TV, a drop from 81% in late 2016.

“Poor perceived value is the leading factor driving cord cutting, downgrading services, or switching providers,” Sappington said. “It is a primary reason for consumer interest in online pay-TV services, which are typically available at a much lower price than traditional pay TV. Operator strategies to counter subscriber loss could include promotional options, including bundling OTT video services or the offer of free or subsidized CPE. Cord Cutters and Cord Shavers indicate these types of offers could entice them to keep their traditional pay-TV subscriptions.”

NAB Show Las Vegas is a unique, experiential setting for networking, learning, and discovery.

From discovering content creation and workflow solutions on the show floor or exploring new revenue streams and business models from global thought leaders, attendees can gain insight, expertise and advice from the industry’s movers and shakers driving the industry forward.

For more information on Parks Associates research or events, visit, or contact, 972-490-1113. To schedule an interview with an analyst or to request specific data, contact Julia Homier at, 972.996.0214.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media.

Next: Six percent of broadband households are highly likely to subscribe to an online pay-TV service within the next 12 months
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