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Video Services: OTT, Pay TV

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Q1 2022

Industry Report

Data-based Decision Making for Video Services

In today’s ultra-competitive environment, video services often lack adequate data about their service’s core audience and their usage behaviors. The lack of relevant and actionable data can cause services to operate inefficiently, target the wrong segments, lose engagement with viewers, and increase their churn rate. Data available to services for use in customer acquisition, engagement, and retention efforts is becoming more sophisticated with the advent of advanced techniques such as artificial intelligence and machine learning. These advancements are allowing services to be more proactive in their efforts to stabilize and grow their revenue and user base. This industry report addresses the latest developments and use cases in data and analytics that help video services across all aspects of their business operations.


Download Table of Contents (PDF)

Bottom Line

New Era of Video Services

Defining the Market

How Consumers Subscribe to Services

Subscriber Churn

How Consumers Watch Video

Types of Data

Program Data

Consumption Data

User / Personal Data

Session and System Performance Data

Applications for Data

Viewer/Subscriber Acquisition

Engagement, Retention and Return


Content Development

Artificial Intelligence and Machine Learning

Defining AI and ML

Types of Data Inputs

Managing Large Data Sets

Applications of AI in Video

Risks and Unintended Consequences of AI/ML

Data Collection Challenges

Use of Data

Industry Standards

Vendor Landscape: Competition Everywhere

Customer Satisfaction

Implications and Recommendations

Service Providers

Technology Vendors

Content Producers



Companies Briefed or Researched for this Report

Parks Associates Entertainment Video Services Ecosystem
Traditional Pay-TV and OTT Video Service Penetration (2017-2021)
Number of OTT Service Subscriptions
Method of Subscribing to OTT Service
OTT Subscriber Churn
Adoption of Steaming Video Platforms
Multiscreen vs. Exclusive Viewing and Multiscreen Platform Mix
Factors Influencing OTT Service Subscription (Top 5 Responses)
OTT Churn Triggers (Top 5 Responses)

© February 2022 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. 

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.


The Parks Points Newsletter Features All Aspects Of Our Research, Including Smart Home, Iot Devices, Entertainment And Digital Media, Security, Energy, Health, And Consumer Data.