Subscription and Churn in OTT Video

OTT video services are designed to allow no hassle signup and easy cancellation process, but this level of freedom has led to high churn for many services. This primary research examines uptake and cancellation of OTT video services and the tactics services use to retain customers. It examines trends in adoption and churn for OTT services, both individually and by business model, and the effect of the COVID-19 crisis on churn and retention.

Price: $12,000.00

Purchase Questions?



ott-churn-toc2021.jpg

- click image to enlarge -

Download Table of Contents (PDF)

Executive Summary

Industry Insight

Overall OTT Service Subscriptions

Attitudes Regarding OTT Services

Likelihood of cancelling Online Video Services Due to Lack of New Content

Market Overview

Overall OTT Service Subscriptions

Number of OTT Service Subscriptions

OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT

Netflix, Amazon, and Hulu: OTT Service Subscriptions

Major Subscription OTT Video Services

Penetration of Premium Subscription OTT Video Services

Top Sports Subscription OTT Video Services

Subscription of Fitness OTT Services

Core vMVPD Service Subscription

vMVPD Service Subscription

OTT Subscription by Age Groups

Length of Subscription

Subscription Length of OTT Services

Subscription Length of Premium OTT Services

Subscription Length of Sports OTT Services

Subscription Length of vMVPD Services

Factors Influencing OTT Service Subscription

Drivers for Subscribing to OTT Services

Drivers for Subscribing to OTT Services By Major OTT Services

Method of Subscribing to OTT Service (2019 - 2020)

Hoppers – A Segment of OTT Subscribers

Attitudes Regarding OTT Services

OTT Service Subscription Length: Non-Hoppers vs Hoppers

Number of OTT Services Subscribed: Non-Hoppers vs Hoppers

Number of OTT Services Cancelled: Non-Hoppers vs Hoppers

Attitudes Regarding OTT Services: Non-Hoppers vs Hoppers

Hoppers by OTT Services

OTT Subscriber Churn

Subscribers Cancelling OTT Service as a % of Current Subscriber Base

Subscribers Cancelling Service as % of Subscriber Base

Subscribers Cancelling Service as a % of Current Subscriber Base

OTT Churn Triggers

OTT Churn Triggers: Non-Hoppers vs Hoppers

OTT Service Retention Options

COVID-19 Impact

COVID-19 Impact on Employment Status

Consumer Concerns During COVID-19 Crisis

New OTT Subscribers

New OTT Subscribers by COVID-19 Impact on Employment Status

New OTT Subscribers by Concern to Keep Household Entertained

Hoppers by New OTT Service Subscribers

Likelihood of Cancelling Online Video Services Due to Lack of New Content

Likelihood of Cancelling OTT Service Due to Lack of Content by New OTT Service Subscribers

Most Preferred Source to Watch New Movies

Non-Hoppers vs Hoppers: Likelihood of Cancelling OTT Service Due to Lack of Content and New OTT Service Subscription

Publish Date: 4Q 2020

Slides: 61


Authored By:
Steve Nason - Research Director
Keshav Jaiswal - Consumer Insights Analyst II
Xiaofan Tan - Consumer Insights Analyst I
John Barrett - Director of Consumer Analytics

Published by Parks Associates
© December 2020 Parks Associates

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.

© 1998-2021 Parks Associates. All Rights Reserved.