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30% of Netflix Subscribers in Premium Service Tier

Parks Associates announces advisory board for inaugural Future of Video with executives from 605, Amazon, BAMTech, Combs Enterprises/Revolt Entertainment, Discovery, Ericsson Media Solutions, Fox, Google, Hulu, LG Electronics, Roku, TiVo, Viacom, and WWE - World Wrestling Entertainment

New Parks Associates OTT video research reports that 30% of Netflix subscribers are in the premium service tier, up from the 21% in late 2017. At the same time, uptake of Netflix’s basic tier has fallen from 35% of subscribers in late 2017 to 27% in early 2018. These shifts come despite Netflix’s price increase to its premium tier in October 2017. The research firm will examine new consumer behaviors and their implications for video and OTT services at the Future of Video: OTT, Pay TV, and Digital Media December 10-12 at the Marina del Rey Marriott in California.

“This shift reflects trends that we are seeing across the industry, beyond Netflix,” said Parks Associates. “Netflix’s basic tier is limited to one screen and SD quality, while the premium tier offers viewing on up to four screens and access to Ultra HD content. Many OTT-subscribing households have multiple people who want to watch similar content at the same time. Rather than competing for access, consumers are willing to pay extra for the convenience of multiple streams. At the same time, consumers want to watch on TVs, making HD viewing a must. Demand for Ultra HD TV is small but increasing.”

 OTT Service Subscription Package Among Netflix Subscribers | Parks Associates

At Future of Video: OTT, Pay TV, and Digital Media, industry leaders will share insights on new trends in the video and connected entertainment industries, with insights on consumer behaviors and preferences and the challenges for the video industry in meeting these expectations.  

“The landscape for digital entertainment has changed rapidly with the emergence of OTT services and the pressure on traditional players to respond,” Parks Associates said. “Future of Video will examine changes to the service provider business model and dig deep into changing consumer habits for insights into the best strategies to build new services for today’s video consumer.”

The 2018 Advisory Board for Future of Video:

  • Joe Ambeault, SVP - Product and Technology, Discovery
  • Donna Berzolla, VP Consumer Insights, WWE - World Wrestling Entertainment
  • Arun Bhikshesvaran, CMO, Ericsson Media Solutions
  • Michael Corcoran, VP, Head, Corporate Strategy & Development, Hulu
  • Ryan Curry, Head, Tech and Innovation, Combs Enterprises/Revolt Entertainment
  • Kristen Finney, SVP, Worldwide Subscription Video-On-Demand and Pay Television, FOX
  • Jennifer Koester, Director, Telco and Video Distribution Partnerships, Google
  • Bill Martens, Managing Director, BAMTech
  • Colleen Moraghan, SVP, Data Solutions, 605
  • Nandhu Nandhakumar, Ph.D., SVP, Office of the CTO, LG Electronics / LG Technology Center of America
  • Jen Prenner, Director & Global Head, Marketing, Growth, & Engagement - Amazon Fire TV, Amazon
  • Dan Reich, SVP, Multiplatform Product Strategy & Development, Viacom International
  • Scott Rosenberg, SVP / GM Platform, Roku
  • Paul Stathacopoulos, VP, Corporate Strategy, TiVo

Conference topics include:

  • OTT 101: How to Launch an Online Video Service
  • Taking OTT Video Services to Global Markets
  • Lessons from Successful OTT Video Services
  • Content Producers: Distribution Opportunities and Challenges
  • The New Economics of Video Entertainment
  • Modern Marketing and Promotion of Video Services
  • Cord Cutting and Cord Nevers: The New Reality
  • Time and Content: When “Live” Matters
  • Video Consumption: Habits and Generational Differences
  • Esports and Millennials: A League of Their Own
  • What to Watch: How Young Consumers Find Content
  • Building Audiences in a Connected World
  • The Future for Online Pay TV
  • Innovations that Matter in TV and Film
  • The Outlook for Live TV
  • The Impact of Voice Interaction on Video Services
  • Connected CE: Redefining the Viewing Experience
  • Entertainment in the Smart Home

About Future of Video: OTT, Pay TV, and Digital Media

Future of Video brings together senior leaders to share insights on new trends in the video and connected entertainment industries, with insights on consumer adoption, churn, and spending. The event provides insight into successful OTT strategy deployments, challenges for pay-TV providers, the role of connected CE in the growth of video viewing, new content formats, and the overall impact to the video market.