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

How Online Video Operators Are Fighting Back Against Organized Streaming Piracy

In 2023, Parks Associates projected that cumulative revenue loss to piracy for streaming services serving US consumers would reach $113 billion by the end of 2027, with the piracy rate for film and te...

In-home Wi-Fi problems create customer churn risk: Parks Associates

Broadband customers who experienced Wi-Fi dead spots, slow speeds, and poor customer service were about six times more likely to say they planned to switch providers, according to a new white pape...

Parks Associates: Managed connectivity now central to multifamily resident experience

A new white paper from Parks Associates, developed in partnership with Calix, argues that managed connectivity has evolved beyond basic internet access and is becoming critical infrastructure for...

Apple CEO John Ternus Bets on HomeView Smart Display to Revive Stalled Home Category

Jennifer Kent, principal analyst at Parks Associates, told CNBC that Apple “always waits for an ecosystem to develop first until they are positive they can provide a stellar user experience,” and that...

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