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44% of US broadband households are not likely to subscribe to another OTT video service to watch new movies

Fourth annual Future of Video: OTT, Pay TV, and Digital Media virtual conference to explore alternative distribution strategies for new theatrical releases 

Parks Associates today released new research from its Q1 2021 consumer survey of 10,000 US broadband households reporting 41% of US broadband households are now comfortable going back to movie theaters, including 50% or more of consumers aged 18-34.  The international research firm will host the 4th annual Future of Video: OTT, Pay TV, and Digital Media series on Wednesday, “Beyond the Theater: New Windowing Strategies,” featuring a visionary presentation from ROW8 , an interactive Q&A session with XCINEX Corporation, and the executive panel “Evolution of Content Windowing” with Fandango, InPlayer,  Scener, and Vubiquity.


Parks Associates research also shows movie theaters have jumped back to the top preference to watch new release films and that the majority of consumers are neutral or unlikely to subscribe to another OTT video service just to watch a new release.

“In Q1 2021, US households are starting to see the end of the COVID-19 pandemic, and with that, they are starting to return to their original preferences to watch new movies in a theater, with other people,” said Steve Nason, Research Director, Parks Associates. “The pandemic roiled traditional content windowing, and with some consumers ready to return to the theater, the studios will have to continue to experiment with hybrid release strategies.”

Future of Video, sponsored by Everise, Symphony MediaAI, Deltatre, Brightcove, Bitmovin, and Metrological, brings together industry leaders for visionary presentations, interactive panel discussions, and analyst presentations. The event provides in-depth consumer and industry research on video services; the value of digital content in driving and retaining subscribers; technology innovations that market, measure, and track video viewing; and best strategies for building successful video services.

 “Beyond the Theater: New Windowing Strategies” addresses how studios are handling distribution of high-profile, first-run theatrical titles and the evolution in the content windowing process.

John Calkins, CEO, ROW8, and Cihan Fuat Atkin, Founder & CEO, XCINEX Corporation,are the featured visionary and executive spotlight speakers. The session panelists include the following executives:

  • Jason Keiles, VP, Global Content Strategy, Vubiquity, an AMDOCS company
  • Chelsey Rushworth, CRO, InPlayer
  • Kevin Shepela, Chief Commercial Officer, Fandango (Vudu & FandangoNOW)
  • Daniel Strickland, CEO, Scener

“The OTT distribution marketplace has taken a great leap forward over the past 12 months.  As we head towards a reopening of theaters in the US there is no better time than now to take a step back and survey the landscape, with the benefit of insights from Parks Associates,” said John Calkins, CEO, ROW8. “For years we’ve been incorporating Parks Associates’ insights into our business initiatives.  With the market arguably now more in turmoil than ever, taking a step back and surveying the content distribution landscape could not be more timely.”

"Given the current pace of change, opening up new content revenue streams presents a unique mix of challenge and opportunity,” said Chelsey Rushworth, CRO, InPlayer. “InPlayer is thrilled to be able to share our insight and experience in this latest Future of Video series."

"Whether watching together virtually or in-theater, shared audience experiences are proving valuable for both viewers and studios,” said Daniel Strickland, CEO at Scener. "We see thousands of TV and movie fans watching together with Scener every night who, when offered premium experiences by our partners such as film premieres with live commentary, are willing to pay for them. I'm excited to share insights into new windowing strategies that are successfully opening up new revenue channels through added social experiences."

Future of Video explores the changes created by COVID-19, the long-term impacts, and strategies to fulfill consumer expectations in content and service in order to create successful video services. The conference features topics covering new business models, technology, and consumer trends.

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.