Research

Consumer research study finds TV antenna use has increased and predicts more widespread usage as people shelter in place

New consumer research from Parks Associates finds that 25% of US broadband households use an antenna to watch local broadcast TV channels, up from 15% in 2018. 360 Deep Dive: Today’s Broadcast TV also reports that roughly one-half of antenna users do not subscribe to any pay-TV services, either traditional or vMVPD services.

The study, conducted in the ...read more

Consumer research study finds standalone broadband increasing and bundles dropping

New consumer research from Parks Associates finds that more than three-fourths of US broadband households report it would be difficult for them to do without broadband service, a finding likely to increase following the widespread COVID-19 outbreak. 360 View: Broadband Services in the US reports that 60% of households would cancel their pay-TV subscription before canceling their broadband serv ...read more

New survey of home and MDU builders reveals growing importance of smart home and voice control technology in new construction 

 A new Parks Associates study of US home and multifamily builders that sell or install smart home technology reveals the most common technology strategy among large-scale single-family builders (LSBs) is to install a whole-home Wi-Fi network. MDUs, Home Builders, and Smart Home Technology, supported by BUILDER and Multifamily Executive, reveals 35% o ...read more

Parks Associates and Swrve present data and insights on driving engagement and reducing churn in saturated OTT market 

International research firm Parks Associates finds the churn rate among all OTT services was 35% in 2019, an increase of 25% from 2018.  The firm will examine strategies for OTT services to counter churn and attract new viewers during the complimentary webcast “Driving Engagement and Reducing Churn in OTT,” cohosted with Swrve on Tuesday, March 17, 1 p.m. CT ...read more

OTT Video Market Tracker analyzes impact of new and existing video services in OTT space

New research from Parks Associates’ OTT Video Market Tracker predicts OTT video services will benefit as their recognition during awards season in video entertainment continues to expand. For this year’s Golden Globes, Netflix, Hulu, and Amazon earned a total of 47 nominations, nearly double the 25 they received last year, with the three services winning two awards each.

“Apple TV+ s ...read more

DIY Home Security Tracker finds DIY security solutions claim the majority of new security households

New research from Parks Associates finds that DIY security systems are taking a larger share of the residential security market due to their growing popularity among security households. The research firm’s DIY Home Security Tracker notes that among consumers who acquired their security system less than two years ago, 60% are self-installed, compared to only 7% of systems pur ...read more

Consumer research study addresses impact of smart home devices and incentives on insurance choice

New consumer research from Parks Associates finds only 38% of insurance customers feel rewarded for their loyalty, while 36% feel their loyalty to their insurance company goes unrewarded. The research firm announced its findings from a new study, Transforming Home Insurance and Creating Consumer Value, showing that loyalty rewards, including new products, can drive some consumer ...read more

New whitepaper examines the direct connections between support services and consumer engagement with connected solutions

Parks Associates today released a new whitepaper Next-Generation Support: Building an Engagement Platform, which finds over 33% of CE device owners report experiencing problems with their device over the past year. The whitepaper notes that even as these problems could extend to damage a brand’s reputation, they present an opportunity for service providers ...read more