Wednesday, May 01, 2019

Share of UK broadband households planning to cancel pay-TV has doubled

Consumer research provides insights on connected entertainment consumption in the UK

New research from Parks Associates finds that the percentage of UK broadband households stating that they are likely to cancel their pay-TV service has increased to 24% in late 2018 from 12% in late 2015. IoT in the UK - Entertainment Products and Services reports that the intent to cancel is higher among households that watch online video services.

“Subscription streaming services, also called OTT service subscriptions within the industry, have become incredibly popular in the UK over the past two years, with 52% of households subscribing to at least one,” said Brett Sappington, Senior Director, Research, Parks Associates. “Ofcom, the UK’s video regulator, announced in mid-2018 that OTT video service subscriptions have overtaken traditional pay-TV subscriptions, primarily due to the popularity of Now TV, Netflix, and Amazon.”


Parks Associates Uk Broadband Chart

The number of OTT options available and adoption of OTT services in the UK today are similar to US figures in 2015. If the UK OTT market follows a similar pattern as the US, the average number of per-household OTT subscriptions in the UK should increase steadily over the next few years.

“Comparatively low online video penetration presents opportunities for local and global service vendors to expand their presence in the UK market,” Sappington said.

IoT in the UK - Entertainment Products and Services provides insights on awareness, demand, and adoption for connected entertainment products and services.

Additional research includes:

  • Freeview, online video, and premium pay TV are the leading video sources for UK broadband households.
  • 24% of UK households subscribe to two or more services compared to 43% of US households in 2018.


Parks Associates will share smart home and connected entertainment insights and consumer research at the upcoming CONNECTIONS™ Europe: Strategies for Smart Home and Consumer IoT, 19-20 November, in Amsterdam,

To schedule an interview with an analyst or to request specific research data, please contact Sherrelle Lewis 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.

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